Sharing, Engagement May Hold Key to Super Bowl Ad ROI

By Richard H. Levey

Super Bowl commercials largely serve branding purposes, but there is ample opportunity for metrics-focused marketers.

While the big game may not offer the same ease in calculating financial-based ROI metrics a direct marketing campaign does, there are measurements marketers can generate that validate the investment.

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Share-to-Social Email Drives Fans to DQ Blizzard Club

By Beth Negus Viveiros

Share-to-social features in its email program helped Dairy Queen increase coupon redemptions and grow its Blizzard Fan Club database by nearly 1 million new members, to over 3.8 million members.

The coupons in turn drove store traffic to the 5,000 Dairy Queen locations in the U.S. and Canada, says Kristin Olson, DQ account director at agency Space150.

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Q&A: Citi's Loyalty Head on New Reward-Sharing App

By Patricia Odell

Citi's new Facebook app lets ThankYou Reward members pool their points with Facebook friends who are also in the loyalty program, to use the collective value toward a shared goal or rewards, like a weekend getaway or charitable donation.

Ralph Andreta, head of loyalty and co-brands for Citicards, shares the strategy behind the new app, which provides "both a rewarding and social experience."

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