Sara Lee: Social networking meets old-school couponing
Geoffrey Precourt Warc
Social networking is a demonstrated driver of commerce, news, brand affiliation, and, it would seem, couponing.
"We were challenged with Walmart to come up with a program that would grow our sales on a [specific] item during the January time period," Michael McDowell, Manager/shopper marketing for Sara Lee, told a 2011 ad:tech San Francisco audience. And, for the chosen product - Jimmy Dean D-Light sausages - the promotional medium was digital couponing.
"We wanted to go after our consumer - whom we knew as Mom," McDowell told a...