This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Amazon Prime Tops In Hawkeye's "Extraordinary Experience" Survey

DALLAS, April 11, 2013 /PRNewswire/ -- Brand experiences matter, but some experiences matter more than others, according to a survey recently completed by hawkeye (


In a national survey, conducted in March 2013, hawkeye compared some of America's best-known brand "experiences" for consumer awareness, participation, favorability and influence on purchase. All the programs surveyed were from major brands and have been praised within the marketing community. The "experiences" surveyed included Amazon Prime, American Airlines AAdvantage, Disney FASTPASS, the Kroger Plus Card, McDonald's Happy Meals, My Starbucks Rewards, Walmart's Pick Up Today and others. The results?

As the following chart indicates, the "experience" that consumers view most favorably and most influences purchase was the Amazon Prime loyalty program.  For $79 a year, consumers receive free and/or upgraded shipping, free streaming videos and some free Kindle books to borrow. The Amazon Prime program is unusual for both the affinity and influence it enjoys and the fact that it charges a fee.  Clearly, it is a win-win for the company and its customers.

The runner-up programs in terms of purchase influence were Walmart's Pick Up Today initiative and the Kroger Plus Card. 

On the favorability side, McDonald's Happy Meals and My Starbucks Rewards came in second and third. The grandfather of unique branded experiences/loyalty programs, American Airlines AAdvantage, still enjoys solid customer appreciation, too. Experiences that did not score as well included Progressive Snapshot, Sony Rewards and American Express' Link Like Love.

According to John Tedstrom, hawkeye managing director of Insight & Strategy, "Brand experiences that are more visibly and frequently apparent at the time of purchase tend to be more valued. To customers using these winning programs – Amazon Prime, Walmart Pick Up Today, the Kroger Plus Card, McDonald's Happy Meals and My Starbucks Rewards – there is a strong understanding of the tangible benefit they are receiving or will receive soon. Brands should look to create programs that leverage these characteristics when contemplating ways to build brand affinity."

Lawrence Kimmel, hawkeye executive director, added, "We're clearly living in a post-advertising world where brand experiences trump brand expression, so it's essential that brands seek to develop remarkable experiences that consumers will remark about."

About hawkeye

hawkeye is a leading independent, digital agency.  Operating from 12 offices around the world, hawkeye serves many leading B2B and B2C companies, including Adobe, Allstate, American Airlines, AMF, Bank of America, BASF, Cargill, HP, Microsoft, Peterbilt, PNC and The North Face.   The agency leverages strategic insights and analytics to develop ideas that drive brand affinity and business success through social, mobile, digital, direct, event, and channel marketing activities.

hawkeye: integrated. digital. agency.

We create extraordinary  experiences that matter.

1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free


Chart of I:DJI
DOW 17,888.35 +168.43 0.95%
S&P 500 2,102.63 +22.22 1.07%
NASDAQ 5,156.3060 +47.64 0.93%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs