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Coupons are hot, and given the persistent hang of the "new frugality", they seem likely to remain so for a good while. But getting those coupons into the hands of shoppers who will redeem them - and even more, getting them to shoppers who are likely to return to purchase again once the couponing's done-have proven to be difficult problems.
Sara Lee's Jimmy Dean sausage brand took note of both these obstacles in designing a coupon campaign around its Jimmy Dean D-lights breakfast sandwiches in January 2011. To solve both the distribution and targeting problems, the brand reached out to social marketing firm SocialTwist.
Basically the coupon campaign, which ran for a month, allowed online users to print off a coupon worth $1 off a 4-count pack of D-lights. However, if they chose to share the offer with three of their friends via email, Facebook Twitter or MySpace, they could score a coupon worth $2.50 off the same merchandise.
Users were led to a Jimmy Dean D-lights coupon microsite via ads on sites such as Walmart.com and AllYou.com, a homemaking tips Web site published by Time Inc. and linked to All You magazine, which is distributed in Walmart stores. Once there, they were presented with the choice...