Kraft Case Study: Facebook + Youtube + iCoke = a unique (unikd.com) experience

Kraft has created an online experience and community that leverages the power of social marketing, video, online games, promotions, groups, forums, voting and rating; all within an integrated online loyalty and rewards style points program: a unique experience has emerged.

The experience includes:

• Facebook elements
• YouTube elements
• eCommerce elements (Redeem points for amazing rewards and prizes. Secure shopping cart checkout)
• Challenges, games, quizzes, contests, email and other tactics
• Loyalty points for any and all interactions on the site (playing games, voting, uploading videos, registrations, etc…)
• Rewards
  
  

The unikd.com Web 2.0 experience is designed to entice frequent and ongoing interactions with the site, the community & the KD brand.

Offline media (on-pack, TV etc.) drives consumers to this web community.  Subscribers are able to communicate with like-minded consumers and are rewarded for their participation.

Example of ways to build your point balance:

• By registering and joining groups on unikd.com, subscribers can build points towards great rewards and prizes.
  
• By uploading video and images, subscribers can build points towards great rewards and prizes.
  
• By voting, rating, and commenting on games, videos, images… subscribers can get points towards great rewards and prizes.
  
• By playing games, entering promotions, referring friends, answering polls & quizzes… subscribers can get points towards great rewards and prizes.
  
• By inputting on package PIN Codes (built and ready for launch in 2009/2010) subscribers can get points towards great rewards and prizes.
  
  

Virtually all activities on the site have a rewards component and each subscriber has their own profile page where they can track their interactions and points balance on the site.

Vigorate was chosen by the creative agency and Kraft to use their powerful OnDemand OpenCanvas platform (Platform as a Service or PaaS) to customize, host and maintain the unikd.com experience. OpenCanvas is a developer's dream, capable of rapidly enabling eCommerce, loyalty with points and social marketing experiences, in an entirely flexible yet secure and hosted environment.

Vigorate's OpenCanvas platform was closely evaluated by the Kraft's IT group and received approval for Vigorate to customize, host and maintain the unikd.com experience. Our data center is state of the art and our infrastructure and architecture is scalable and fully redundant; and includes another state of the art Disaster Recovery facility more then thirty miles away.

CPG Case Study: Digital Marketing, Centralized Data and Digital Dashboards

Objective:

One of the world's largest privately owned CPG companies and their Global Agency wished to centralize online data from 16 brands in English and French and also find an integrated technology platform on which to execute their digital marketing programs. By centralizing data from all sources (email marketing, eSurveys, eCoupons and contests) dashboards were required to convey real time information to the Marketing leadership groups. This information is used to drive revenue.

1. Using data to cross sell and up sell their brands by sending more relevant and timely information to their subscriber base.
  
Solution:
The CPG and their Global Agency's decision on a technology partner to deliver their digital marketing programs and the hosting, management, centralization and real-time representation of their online data was based on a need for experience and expertise.

Vigorate Digital Solutions was chosen for their suite of digital marketing technologies and solutions to not only execute on the CPG's individual tactical needs (email marketing, eSurveys, eCoupons, contests etc...) but also for data centralization, hosting, management and dashboarding capabilities.

The Data Centralization and Dashboard Solution

• Data Central, is Vigorate's ASP database management solution that centralizes and tracks data capture from email marketing campaigns, online contests, eCoupons, eSurveys and polls. This data includes profile, demographic, behavioral, subscriber status and specific brand related survey data. (Over 600,000 unique subscribers with multiple fields are currently being managed)
• More online channels will be integrated as future phases of the program develop including Mobile, Points/PIN Code, Banner & Search feeds.
• Data Central employs a powerful online and real-time digital dashboard to view all reports. All data can be queried via history, brand, behavior or profile over specified periods of time, empowering marketers with easy to use and real time information.