In April 2009, redpepper launched an online community, www.MyKirklands.com, to engage customers of Kirkland's, a leading home d'cor retailer. While the launch was a success, our challenge was to spark two-way conversations and keep community members active on the site. Our solution was to create short-term promotions that intersect with the interests of members in familiar, yet slightly unexpected, ways.
Our 10-day Finders Keepers game was similar to the familiar "I Spy" game with just a little twist. During each day of Finders Keepers, a new item appeared in a room full of Kirkland's merchandise. After viewing the room and a short video, MyKirklands.com members could guess which item in the room was new. Correct guesses were entered into a daily drawing to win the featured item of the day and a sweepstakes to win all of the Kirkland's merchandise displayed in the room. Entrants who shared on Facebook received an additional entry, as well as a mystery coupon that was different each day. Those who entered an incorrect guess could share on Facebook to receive a mystery coupon and a chance to submit another guess to be entered into the daily drawing and grand prize sweepstakes.
In just 10 days, the Finders Keepers promotion attracted 54,287 new MyKirklands.com members and resulted in 11,580 net new emails and 134,109 Facebook shares.
The Finders Keepers promotion increased the number of members registering on MyKirklands.com by four times over the normal rate of member registrations.
The Finders Keepers promotion was successful in meeting all of our objectives and the ROI on the coupons exceeded expectations. The daily mystery coupons drove overall game participation and encouraged repeat players.. The coupon incentive induced entrants to share on Facebook and invite their friends to join MyKirklands.com and play the Finders Keepers game. The redemption rate for the promotional coupons was 3.41% vs. the typical coupon redemption average of 1% to 2%.
This 10-day promotion was so successful that there are already plans to bring the Finders Keepers sweepstakes back to MyKirklands.com every year.
September 21 - September 30, 2010
Overall Rating: (35 votes)
Reviewed February 19, 2013 by ChynnaReport Inappropriate Review
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Reviewed August 19, 2011 by Kat
Great ideas to get customers invested!!Report Inappropriate Review
Reviewed August 11, 2011 by Matt
This is the best, just the best. Whoever did this deserves lots of cookies!Report Inappropriate Review
Reviewed August 10, 2011 by Holly Jo
Wow what a unique way to capitalize on the social gaming phenomenon!Report Inappropriate Review
Reviewed August 10, 2011 by LM Calhoun
IMPRESSIVE and REAL. Love to learn about programs like thisReport Inappropriate Review
Reviewed August 8, 2011 by Rachael
A game that builds over 10 days, keeping your audience coming back to uncover the mystery....I call that one successful promotion.Report Inappropriate Review
Reviewed August 8, 2011 by Dave
Creative and successful. Brilliant!Report Inappropriate Review
Reviewed August 8, 2011 by Caroline
What a successful and fun way to engage with customers!Report Inappropriate Review
Reviewed August 8, 2011 by Nathan
Impressive results. Of course, that's what happens when you create something the audience wants. Well done.Report Inappropriate Review
Reviewed August 8, 2011 by Erin
Awesome campaign!Report Inappropriate Review
Reviewed August 8, 2011 by Jaron
Creativity with provable benefits! The numbers don't lie.Report Inappropriate Review
Reviewed August 8, 2011 by Katie
Smart and Creative.Report Inappropriate Review
Reviewed August 4, 2011 by Lindsey
Very impressive. Great idea that was well executed and obviously well received!Report Inappropriate Review
Reviewed August 4, 2011 by Greg
Smart strategy and solid execution.Report Inappropriate Review
Reviewed August 4, 2011 by Ann Cannon
great campaign!Report Inappropriate Review