Marketers use GPS to ‘hijack’ shoppers
Author: CIM COM
Shoe store, Meat Pack is an icon for sneakerheads in Guatemala, with 60,000 fans of the brand. Meat Pack was known for offering special discounts on limited-edition trainers from footwear brands such as Nike, Adidas and Puma. It wanted to develop an innovative campaign that would surprise and delight its customers with a new way of getting a discount.
Meat Pack Hijack
Together with agency, 4am Saatchi & Saatchi Guatemala, they created ‘Hijack’, which extended the popular Meat Pack smartphone app.
The campaign video show just how it works. See Hijack.
Hijack used GPS technology to trigger an alert when one of their customers went into the official brand store, for one of the brands stocked by Meat Pack. On entering a competitor store, the customer would receive a message on their smartphone telling them that they could get a discount on that brand by visiting the Meat Pack store nearby. But this discount push notification was structured so that it was time sensitive. The discount would begin at an enormous 99% off and go down by a percentage point with every second that passed until the customer reached the nearby Meat Pack shop. The faster the customer left the official store and arrived at the Meat Pack store the greater the discount they could gain.
Customers switched shop fast
The campaign created buzz within the community of customers interested in limited edition streetwear.
- Over 600 customers were hijacked from competitor shops to come and shop at Meat Pack.
- Discounted products were sold in record time.
- Whenever a customer redeemed a discount their Facebook page was updated to show they’d benefitted from the promotion. This in turn fuelled the viral shares of the campaign with customers competing to get the best discount.
- One lucky customer, Pedro Rodriguez, moved so fast that he got a whopping 89% discount, and made a great PR story.