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Branding / Product Positioning
TurboTax Takes First Place in Merkle’s Seventh Annual Digital Bowl Report
Merkle, a performance marketing agency, recently released its seventh annual Digital Bowl Report. The report evaluates digital marketing efforts of Super Bowl advertisers. TurboTax took first place in the analysis of how well Super Bowl advertisers supported their advertising campaigns across digital channels, including social media, paid search, SEO, and digital media. This was the second win for TurboTax, after taking the top spot in 2016. “The Super Bowl is one of the most crucial moments of the year for advertisers, and with viewer consumption habits evolving, the game presents an opportunity for brands to reach and engage with audiences in new ways,” Matt Mierzejewski, svp, search capability lead at Merkle, said in a company release. “Those advertisers that maximize their digital marketing efforts through multiple channels will ultimately see the greatest return on investment.”
Pringles, Pop-Tarts and Secret Deodorant win goPuff’s Brand Bowl
Digital convenience retailer goPuff recently released its third annual Brand Bowl Report, examining how consumers reacted to some of the commercials and what fans ordered most during the game. The Brand Bowl winners included: Pop-Tarts, Mountain Dew, Pringles, Secret Deodorant, Planters, Cheetos, Snickers and Tide. According to a goPuff press release, Pop-Tarts “had an impressive 47% increase in orders in the hour following the brand’s commercial,” while there was “a 60% increase in orders for Pringles products on goPuff immediately following the ad.” Secret Deodorant orders increased 300% after the ad aired.
Dunkin’ Brands Earns Top Marks in 2020 Corporate Equality Index
Dunkin’ Brands recently announced it received a score of 100 percent on the Human Rights Campaign Foundation’s 2020 Corporate Equality Index (CEI). The CEI is a survey and report that measures corporate policies and practices related to LGBTQ workplace equality. Dunkin' Brands also achieved a perfect score in the 2019 CEI. A company release stated: “Dunkin’ Brands’ efforts in satisfying all of the CEI’s criteria earned a 100 percent ranking and the designation as a Best Place to Work for LGBTQ Equality.”
Loyalty / Rewards Program
Marlins unveil ‘Home Run Rewards’ for 2020
Major League Baseball’s Miami Marlins recently introduced the “Home Run Rewards” plan, which will offer an opportunity to earn points to redeem for exclusive experiences, memorabilia and more. The program is free and open to all fans for the upcoming season. “With the goal of providing a first-class fan experience to all guests, we are pleased to extend our Home Run Rewards program to all fans, providing creative ways for all to engage with the Miami Marlins and be rewarded for investment of time and dollars,” Marlins chief revenue officer Adam Jones said in an article on MLB’s website. “Fans can sign up now in less than 90 seconds and begin earning rewards points to redeem for unique fan experiences, exclusive access, signed memorabilia and more.”
Corporate Social Responsibility
Red Roof Room in Your Heart February Campaign Shares Love
As part of its Room in Your Heart campaign, Red Roof is sharing the love with two organizations in February. If guests book a stay through February 29 and use promo code “VP 627380” at any Red Roof Inn, Red Roof PLUS+, or a Red Collection property, they will receive a 10 percent discount on the room rate and the company will donate 5 percent to Flying Horse Farms and the Neuroendocrine Tumor Research Foundation. Flying Horse Farms provides free camp experiences for children with serious illnesses and their families, while the NETRF funds research to discover cures and more effective treatments for neuroendocrine cancers.
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