2010
2009
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Data Collection That’s Not a Drag
February 23, 2010
Data collect doesn’t have to be a drag. Three ways to connect… and collect
Excerpt as reported by:
Sonia Andresson-Nolasco
Event Marketer
WARM THEM UP FIRST.
Requiring consumers to give up their information upfront before engaging in the experience can sometimes backfire. In certain cases the experience must pave the way to the point of contact. On Nov. 28 at Kansas City’s Arrowhead Stadium, State Farm activated its title sponsorship of the Border Showdown tourney between the University of Missouri and University of Kansas football teams with a Whack-a- Mascot (like Whack-a-Mole) mobile fan experience for tailgaters. Instead of whacking a mole, each team could whack their opponent’s mascot, either a Kansas Jayhawk or Missouri Tiger. Those that provided personal information received branded merchandise like a Koozie or eye decals reminiscent of the black patches football players wear under their eyes. Of the consumers that did the Whacka- Mascot, about 25 percent provided their data; 80 percent of those opted in to be contacted by an agent (Gigunda Group, New York City, handled). “Once consumers had done the Whack-a-Mascot they were much more inclined to have a conversation with us and give up some additional information for the premiums,” says Jerry Nevins, marketing analyst at State Farm Insurance. “They were having fun and we started to build a relationship with them, so they were more apt to go ahead and sign off on being contacted.”
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