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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.
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."
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.