Cosi takes mobile gaming to next level with in-store redemption

Restaurant chain Cosi is engaging consumers with a unique mobile sweepstakes that requires consumers to bring mobile or print game pieces to a Cosi location.

The “Fall into Cosi” campaign asks consumers to bring in their mobile device to a Cosi store or print out a game piece via a microsite to see if they won one of several prizes, including a grand prize trip for two to Paris. The campaign is running through Oct. 31 and is powered by ePrize.

The Fall into Cosi is a multichannel sweepstakes that can be activated by a Web or mobile site,http://www.fallintocosi.com/. The campaign celebrates the new items on Cosi’s fall menu.

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When consumers either show a game piece on the mobile site or a print version in a Cosi restaurant, a decoder screen will reveal whether or not the consumers have won. By requiring consumers to come to the restaurant, the campaign inherently drives foot traffic.

“Some consumers will come just to see if they’ve won a prize,” Mr. Lapides said. “However, with our great menu and appealing environments, we think we can convince many of them to stay and eat.”

Entrants have a chance to win one of 1,000 $5 Cosi gift cards in addition to the grand prize trip to Paris.

Consumers can enter by linking to their Facebook account or filling out their name, email address and birth date. They also have the option to receive notifications of exclusive offers via email or SMS.

To promote the campaign, Cosi is leveraging street teams to hand out game pieces in New York, Chicago, Philadelphia, Washington, DC and Boston.

Why I’m Curious: This is a really simple way to leverage sweeps and social media to drive customers to storefront locations. I’m always interested to see what brands are doing to leverage mobile gaming, and sometimes all it takes is a fairly simple idea to make it happen,and not necessarily creating games with all the bells in whistles to create buzz and success. In addition to driving customers to storefront locations, this is also likely to be a very successful campaign in terms of customer data acquisition. We should think about simple campaigns like this one to effectively bring business to the brands we work with.

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