This weekend, the rewards app Fetch is debuting its very first Tremendous Bowl advert, which features a stay giveaway of $1.2 million. Tremendous Bowl spots price roughly $8 million now – what’s another mil, proper?
Fetch, née Fetch Rewards, provides buyers factors for importing footage of their receipts, which customers can trade for rewards or reductions from a variety of shops equivalent to Amazon and Walmart. To unfold the phrase concerning the app, Fetch CEO Wes Schroll will livestream a giveaway of $10,000 to 120 winners, or one winner per second over the past two minutes of the Huge Recreation on Sunday.
The one eligibility requirement is having the Fetch app. The livestream will embrace a QR code viewers can scan to obtain the app onto their telephones.
This Tremendous Bowl debut is an consciousness play designed to introduce Fetch each to on a regular basis shoppers in addition to retailers and different manufacturers, which might faucet Fetch for assist driving buyer acquisition and gross sales, CMO Birk Cooper tells me.
Fetch particularly desires to lift model consciousness to make its efficiency advertising and marketing efforts work higher, Cooper stated. Persons are typically extra more likely to obtain a instructed app in the event that they’ve heard of it earlier than. And the extra lively customers Fetch has, the extra buy information it may supply to the advertisers it’s courting.
Fetching new customers
When Fetch first got here to be, most of its customers have been major decision-makers for family purchases. In different phrases, its consumer base skewed each feminine and older.
Whereas Fetch’s consumer base nonetheless skews barely feminine, Cooper stated, it’s getting youthful. (Living proof: AdExchanger’s resident Gen Z, yours really, turned a Fetch consumer a number of months in the past after being referred by a pal’s mother.) “Our [fastest] rising demographic is Gen Z,” Cooper stated, which is ”why we expect the Tremendous Bowl is such a terrific spot for us.”
Gen Z is a sizzling goal proper now amongst entrepreneurs, who’re more and more turning to stay sports activities, together with the Tremendous Bowl, to win the eye and affections of the youthful technology.
“We do suppose there will probably be direct response” throughout Fetch’s stay giveaway, together with amongst Gen Z, Cooper stated. He famous Fetch expects to see greater than 1 million app downloads on account of Sunday’s marketing campaign. For reference, Fetch presently has 12 million month-to-month lively customers.
The hope is {that a} sizable chunk of latest customers who obtain Fetch throughout the giveaway will stick round and turn out to be common customers, too.
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Fetch has been taking steps to extend engagement on its app, Cooper stated, equivalent to introducing cellular gaming. Fetch additionally just lately stopped permitting customers to scan receipts which are greater than 14 days outdated (can affirm!), requiring customers to add receipts steadily to get their factors.
From an advertiser perspective, imposing a time restrict on uploads additionally ensures buy information is current sufficient for manufacturers to contemplate it dependable. A receipt from yesterday is rather more precious to a marketer than a two-year-old receipt crumpled on the backside of a forgotten bag or purse. Up-to-date buy information is quintessential, Cooper stated, as a result of entrepreneurs and retailers can use it to successfully personalize provides on the app.
Finally, he stated, including in a layer of name consciousness ought to assist Fetch acquire extra buy information that entrepreneurs can use to drive extra gross sales.
Within the meantime, I’ll be holding my fingers crossed in hopes that I turn out to be $10,000 richer this weekend.
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