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So why will VIZIO’s Fandemonium loyalty program, which launched in 2013, end on May 31?
Loyalty360 asked a couple of its member companies to weigh in on the decision to end the Fandemonium loyalty program.
Evan Magliocca, brand marketing manager for Baseman Insights & Marketing, told Loyalty360 that loyalty is unique to each brand.
“It’s not a cut-and-paste approach and simply having a loyalty platform isn’t enough,” Magliocca explained. “Where successful loyalty really comes from is a data-driven, tailored strategy that takes into account the brand’s goals, customer, and unique situation. VIZIO’s program didn’t take into account its customers’ buying cycle and level of engagement—it’s a program designed for CPG or apparel brands, not high-priced televisions and devices. VIZIO needs to start from scratch, take a deeper view into their customers and goals, and then build a program that centers around those two pieces.”
Stellar Loyalty CEO Kevin Nix offered his thoughts on VIZIO Fandemonium as well.
“Loyalty programs will not market themselves,” Nix explained. “They must be part of a well-integrated marketing and communications plan with the consumer at the center. Consumer goods companies like VIZIO can offer very successful loyalty programs if they employ a frequent and compelling engagement strategy. By combining product content with other relevant content associated with the brand, they would have given the consumer a reason to stay actively involved and the program could have flourished.”
Officials at VIZIO could not be reached for comment.
After May 31, members will no longer be able to log into VIZIO Fandemonium, earn, or redeem points and any outstanding points will expire.
What’s more, no points can be earned after March 31. Members can redeem points through May 31. In January, VIZIO officials began emailing Fandemonium members, notifying them that the Fandemonium program would be ending.
VIZIO Fandemonium allows members to earn points for everyday activities like browsing and staying active on the company website, interacting with VIZIO on Facebook and Twitter, reading VIZIO emails, and more. Members could redeem those points for exclusive rewards.
VIZIO launched Fandemonium at the 2013 Rose Bowl game, but the program wasn’t about sports per se. It was about being a fan of media and entertainment and, from that, VIZIO created a large audience it has leveraged for five years for subsequent promotions related to Mother’s Day, Father’s Day, and other holidays.
VIZIO, the No. 1-selling LCD HDTV brand in the U.S., launched VIZIO Fandemonium as an online social community created to provide fans the chance to rally together, share and express their enthusiasm for sports, music, movies, games, and more. Billed as the only fan community that joins fans from all types of entertainment passion points, VIZIO Fandemonium allows fans to compete and climb the ranks as they demonstrate their ultimate fan devotion and earn points they can then redeem for prizes from VIZIO and others, including Hulu Plus subscriptions, M-GO movies and TV shows, Netflix gift subscriptions, Pandora One subscriptions, and signed memorabilia.
Based in Irvine, Calif., VIZIO was founded in October 2002 as V Inc. and is best known as a producer of affordable flat-screen televisions. In July 2016, VIZIO was acquired by Chinese technology company LeEco.
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