Virgin Active

Introduction

As part of their September 2010 marketing strategy, Virgin Active wanted to engage their existing and prospective consumers via the mobile channel with a variety of offers and promotional mechanics.


Objectives

  • To obtain real-time data on their campaigns.
  • Reduce Fraud.
  • Evaluate the ROI of their media spends.


Solution

An exclusive promotional activity to existing members through a members only website was launched, which advertised a free day gym pass when the consumer text the specified keyword to a short code. All promotional activity on Virgin Active media was tracked by implementing unique text in codes. This could then be redeemed via the Chip and PIN terminal.


Results

The Solution was implemented in under two weeks to all gyms encompassing redemption for coupons and vouchers.

    • Required no IT investment to become operational.
    • Revealed that redemption rate on media promotions was greater than 18%.
    • Real-Time ROI monitoring of media spend became available.

Eagle Eye is a world leader in mobile coupons and gift vouchers. Using our patented technology, we integrate with retailers' existing card terminals and EPoS systems to enable the secure distribution and in-store redemption of mobile coupons and gift vouchers. This provides a great customer experience, alongside key retailer benefits such as cost efficiency, customer engagement and intelligent, real-time CRM data.

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