This is a brief analysis on the mobile campaign iDrinks developed by Mobile Dreams Factory for Diageo.

1. TheiDrinks (Diageo) Case Study Group A MDMK2010 February’10

2. What is this campaign all about? Group A MDMK2010 February’10

3. How is the value chain? There is no Media stage since there is no media planning or purchase There is a special POS stage since there is one more step to make in this campaign Group A MDMK2010 February’10

5. It requires data on the website

6. It gets behavioural data through redemption actions

7. It controls the operations process

8. Innovation communicates an attractive image

9. It offers points to be accumulated by the consumer

10. It sends personalized offers to costumers

11. It increases bars’ satisfaction

12. It offers discounts

13. It predisposes to not only a change of brand but a change of drink (Spain is loosing market share in spirituous drinks)Group A MDMK2010 February’10

14. How does it get it? Through these mobile capabilities Group A MDMK2010 February’10

16. Once it’s validated, the machine prints a ticket called a “clearing coupon”: a physical proof for the merchant, particularly for multiple points of redemptions as in this case

17. This is an AUTOMATIC CLEARING campaign because there is no need of the action of the merchant to deliver the printed coupons.

18. This is a PUSH campaign because although the costumer has to register first on iDrinks.es, it is Diageo who sends a MMS with a mobile coupon with no need from the user to do nothing.

19. The mobile coupon is pushed to a resident application and only if the user puts his mobile coupon under the scanner, the physical coupon will be printed.Group A MDMK2010 February’10

20. Group A MDMK2010 February’10

22. There is no need to send any message from the user povSO WE CAN CONCLUDE THAT THE OPT-IN IS REALLY EASY TO UNDERSTAND AND ALSO TO CONTROL, PROVOCKING NO FEAR IN THE CONSUMER AND MOTIVATING THE PARTICIPATION Group A MDMK2010 February’10

23. THANK YOU!! Group A MDMK2010 February’10