Self-service portable coupon platform CouponFactory has launched Media Multiplyer, a platform it says allows marketers to monitor results in real-time while consumers interact with ad units, deals, offers and messaging.
According to CouponFactory, Media Multiplyer creates portable, customizable ad units of any size that can be placed across paid, earned and owned digital media. By interacting with Media-Multiplyer-powered ad units, consumers can share a brand's coupons, deals, offers and messaging with their social networks, as well as via mobile phones, email, printers and direct-to-e-commerce shopping carts, CouponFactory adds.
In addition, this technology allows brands to capture customer information, helping marketers build email marketing databases. The service also includes campaign dashboards with metrics like referring URLs, impressions, print conversion rates, click-through rates and how content is shared via social media.
"We wanted to set out to get something highly accountable, actionable and interactive to help brands drive awareness," says Dawn Maire, CEO of Media Multiplyer and chief strategy officer of digital agency Rockfish. CouponFactory was originally developed within Rockfish Labs, the incubation arm of Rockfish. CouponFactory spun off into its own company two years ago and has now developed Media Multiplyer, a Rockfish rep says.
Media Multiplyer recently emerged from beta. It has been used by several brands so far.
According to CouponFactory, cookie brand Oreo uses Media Multiplyer to collect votes and allow customers to share offers in its Cookie v. Creme campaign. Print functionality was integrated into the ad unit, which allowed Oreo to deliver coupons. The unit had a greater than 40% share rate.
Wholesale club Sam's Club uses Media Multiplyer to deliver fraud-protected gift cards from a single ad unit, driving consumers to their clubs and memberships to their service counters. Ten combinations of offers were delivered from a single ad unit.
Hair salon chain Regis Salons used Media Multiplyer to enable consumers to enter their ZIP code to show the salons in their area and to choose to either print a coupon, share it with friends or send the coupon to their mobile device to redeem in person. It had a greater than 40% redemption rate.
And Huggies used Media Multiplyer to drive sales across e-tailers. The Media Multiplyer ad unit automatically applied promo codes to carts at checkout, even when the ad unit was external to the retailer's site. Greater than 25% of the offers were shared, CouponFactory says.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014