OfficeMax uses Facebook Places for mobile rewards

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OfficeMax launched a location-based rewards program this week that allows consumers to receive a $10 virtual savings card for “checking in” at any retail location using Facebook Places.

The goal of the program, designed by OfficeMax's social media AOR Tribal DDB New York, is to increase consumer participation in the company's ink recycling and refilling program. The company created the initiative in 2006 to allow consumers to refill empty ink cartridges at up to 50% savings compared with buying a new cartridge.

“We've always had a commitment to sustainability,” said Mark Andeer, VP of brand strategy at OfficeMax. “We looked at this program as combining sustainability with this new medium as a great way to engage our fans.”

Each check-in enters consumers into a sweepstakes to win free ink for a year. Andeer said OfficeMax will be able to remarket to participants because “we garner these Facebook ‘likes', we get awareness out, and we give customers great value.”

OfficeMax has worked with Tribal DDB for about a year, added Andeer. He said the agency was responsible for “helping us grow Facebook ‘likes' from 600 to 150,000.”

OfficeMax also works with agencies Oddcast and Euro RSCG Chicago.

Tribal DDB did not return calls seeking comment for this story.

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