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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...