The overall objective of the campaign was to create a database of Salsa’s most loyal fans while at the same time generating insights into this database for business intelligence. The target market for the campaign was any person visiting one of the Salsa Franchises within Gauteng South Africa, that had a smartphone and could download the Salsa App from either the Google Play Store or the Apple Store. Participants could only enter the competition through the downloading of the app. (Digital campaign)
In line with the Salsa brand, the campaign communication needed to inspire participation with the fan base and incentivise reward. The campaign aimed to drive in store participation through the visiting of stores, participating in challenges that would be presented through the app empowered through Bluetooth Low Energy (BLE) beacons to create a personalised, real time engagement. These challenges needed to engage the audience in a fun and playful way while rewarding this participation through loyalty points or in store giveaways. The BLE Beacons tracked every person in store and rewarded them with points. A set of rules was established on how to earn points and this was tracked in real time.
Wow Factor was achieved in the following ways:
- Rich, multimedia content delivered through the App
- Personalized engagements upon entry into participating stores for each patron who had downloaded the Salsa App. Enabled through the BLE Beacon technology.
- Incentivised challenges that allowed patrons to earn points while having fun within the stores.
- Additional revenue generation for the Salsa stores through selected challenges completed by patrons
- Granular analytics on every participating patron, tracking all metadata around their engagement with any of the participating stores.
- Building a real-time database of Salsa’s most loyal patrons which could be utilised for further marketing initiatives.
- Introducing the capability for partner Salsa brands to push content through the app in a unique and innovative methodology with real time insight into campaign performance.