Coupon company RedPlum uses Facebook contest to build database

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Valassis Communications subsidiary RedPlum launched a Facebook contest June 7 that it will use to collect contact email addresses for remarketing purposes. The effort targets women ages 18 to 55.

The company will ask "Super (Savings) Man" contestants to enter their full names, emails addresses and telephone numbers to participate. It will allow participants to opt in to the RedPlum email newsletter database and the "Freebie Alert" daily deal newsletter database. The contest will run through June 14.

RedPlum will ask participants to share stories about a man in their lives and his savings behavior. RedPlum's Facebook page will feature five finalists from June 21 to June 28. The company designed the campaign in-house.

“It's not just women who care about savings,” said Lisa Reynolds, VP of consumer engagement at RedPlum. “A lot of men seek deals. Men are passionate about saving money and getting deals. People are not as confident in the economy and looking for all sorts of ways to save.”

Kate Arcieri, editorial director at RedPlum, said the campaign is targeting women because they are more likely than men to brag about savings.

“Now we're giving them the opportunity to brag about the men saving,” she said. “We love to collect information about what our community of savers is doing. There's such a broad range of ways people use coupons. It's fascinating for us to hear about.”

Asked if the initiative could be considered a Father's Day campaign, Reynolds said: “The timing makes Father's Day top-of-mind, but we're not promoting it as a Father's Day campaign.”  

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