Last week Chapters Indigo offered an interesting offer – 25% off your next in-store purchase, all the way up to December 24. You go to their Facebook fan page, become a fan, then print out their unique coupon. Check out the screenshots. This is what you see when you follow the Facebook fan page link I provided two sentences ago.
When you click the “click here” button, an option to share with friends will appear. Of course you don’t have to share, but why would you not, given the holiday spirit and the ease of information dissemination via one simple click?
The moment you hit “Publish” or “Skip” your coupon appears. Notice the “Print” button, which automatically sends the coupon to nearest available printer.
I really like the use of social media here!
- Chapters can measure the success of this campaign simply by monitoring coupon scans, which I’m sure have a special “from Facebook” code on them.
- Chapters Indigo Facebook fanbase will grow, obviously
- Chapters minimized the number of steps required in coupon acquisition (I’m always annoyed, but accepting of “Fill out this form…”, “Check your e-mail”, open e-mail, print the e-mail, etc)
- …And embedded a simple viral factor
Brings thoughts about what Meteor Solutions calls earned media. Those that share the deal with their Facebook friends are effectively participating in the According to them, it’s your content, shared by your customers through email, blogs, and the social web. You can buy as many banner ads as you want, but when your visitors share your message for you… that’s earned media. It’s powerful, it’s growing, and it’s everywhere.
There we go. Maybe I’m so into it because I love reading and Chapters is better at delivering books than Amazon. Oh, and it’s Canadian. Didn’t think I’d ever get to this, but I’m heavy into Canadiana lately. But that’s for another blog post.
Filed under: Great Products , advertising, books, campaigns, literature, marketing, promotion, social media





























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