Loading
Food Lion drove consumer participation and enthusiasm among college students at its recently redesigned grocery stores in Greenville, NC, with a location-based marketing campaign by Engauge, as described by Direct Marketing News in “Lessons in Social Marketing from Food Lion.”
Food Lion and Engauge partnered with PlacePunch, an Atlanta-based start-up, to execute a check-in promotion that automated Twitter messaging to customers through Foursquare, Facebook Places, Yelp and Gowalla. The campaign also included a tie-in for tailgate crowds attending football games at the local university.
Steven Saunders, Food Lion’s interactive marketing manager, told DM News that the low-cost campaign effectively fostered goodwill in the community. Following this initial success, the company will soon be expanding its location-based marketing in a new national campaign.
The Engagement Brief features the latest research and insights from Engauge.
One of the nation's largest independent agencies, Engauge leverages creativity and technology to develop transformational ideas that connect brands and people. Engauge guides a growing roster of clients on the path to realizing the power of digital channels by focusing on driving results and sustainable growth for brands. The agency's client roster includes Nationwide Insurance, DAD'S Pet Care, The Home Depot, Best Buy For Business, Chick-fil-A, Brown-Forman, Food Lion, Van Gogh Vodka, NGK Spark Plugs and more. Engauge, which has offices in Atlanta, Austin, Columbus, Orlando and Pittsburgh, is a portfolio company of Halyard Capital.
