Atkins - Coupon helps build database

Share this article:

Approach:

Diet bar and shake maker Atkins wanted to build its prospect and client e-mail opt-in database for e-newsletters while learning more about consumers' preferences. Agency Active Response Group developed a series of e-mails encouraging recipients to sign up for the e-newsletters and provide information about their brand preferences in order to receive a coupon for four free shakes.

Results:

Atkins distributed 12,000 coupons and added 15,000 names to its database with full brand-preference profiles. Consumers also forwarded the forms on to friends, creating an unexpected viral effect that resulted in several thousand registrations. -Mary Hurn

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Features

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Features

Brooklyn Nets Reboot a Storied Basketball Brand

Brooklyn Nets Reboot a Storied Basketball Brand

Pride. Attitude. A fresh start. You'll find them all in Brooklyn, as the National Basketball Association's Nets franchise did by moving to New York City's most populous and hippest borough.

Channels Are Out. Impact Is In.

Channels Are Out. Impact Is In.

The brands most successful with omnichannel marketing are those who think about outcomes, not channels.

All Marketing Is Direct

All Marketing Is Direct

Data-driven. Digital. Direct. These formerly distinct marketing terms are merging as real-time relevance increasingly drives customer interactions.