Home  › Social › Social Media
grouponlivingsocial

Groupon, LivingSocial Play Mimic Before Super Bowl

  |  February 4, 2011   |  Comments

Groupon's $20-for-$10 Barnes & Noble voucher mirrors the recent LivingSocial-Amazon deal.

grouponlivingsocialIrving Berlin's "Anything You Can Do (I Can Do Better)" has been the elevator music this week at the offices of Groupon and LivingSocial. 

A Groupon-Barnes & Noble nationwide campaign running through Monday night is the latest instance of mimicking between the two companies. The offer, a $20-for-$10 voucher for the book retailer, is identical to the LivingSocial-Amazon deal that ran on Jan. 19 and 20. The latter effort resulted in 1,301,296 vouchers being sold to the tune of $13 million in sales, eclipsing the $11 million a Gap-Groupon deal brought in last August.

Can Groupon take back the sales trophy with the four-day Barnes & Noble campaign?

Meanwhile the two brands will square off during the Super Bowl telecast. Washington D.C.-based LivingSocial hired The Martin Agency to produce a :30 spot, which airs during the last commercial break before kickoff. Groupon tapped Crispin Porter + Bogusky and will run an in-game :30 spot.

While Groupon bought its spot on Jan. 31, it was revealed that LivingSocial finalized its purchase three days later. Indeed, these two brands appear to be constantly raising the stakes.

New Experian Hitwise research says Groupon got 58.5 percent of U.S. visits in the group-sharing sites category in the last week; LivingSocial received 25 percent. During the same period, Groupon accrued 5.5 million visitors to LivingSocial's 2.3 million.

During their TV ads on Sunday, the brands will get in front of roughly 100 million Super Bowl viewers.

Ari Jacoby, CEO of Solve Media, told ClickZ that the group-buying platforms will likely pick up millions of new customers/e-mail subscribers because of the spots. "Advertisers like Groupon can parlay that television success online by reaching audience at critical moments where they are most attentive to ensure optimal brand and message recall," he said.

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • E-Commerce Marketing Associate
      E-Commerce Marketing Associate (OmniVista Health) - BaltimoreOmniVista Health is looking to add an E-Commerce Marketing Associate to our expanding...
    • Front End Web Developer
      Front End Web Developer (Agora Financial) - BaltimoreAgora Financial, an independent financial publisher, has an immediate opening for a Front-End...
    • Senior Outside Sales
      Senior Outside Sales (RioSeo) - San Diego~~RioSEO is the leading provider of Local Search technology to multi-store retailers and brands. Our software...