Monarch Airlines is hailing the success of a major data capture campaign, claiming that the 72,000 sign-ups to its advent calendar app could bring in more than £1m in extra revenue this year.
The company, which won the DMA Awards grand prix in December 2013 for its augmented reality mailing by WDMP, says campaign was its best performing piece of content for social media in 2014; it allowed daily interaction with customers as well as encouraging them to share the competition with friends and family for extra chances to win.
Of the 72,000 entrants, 25% were new opt-ins to the Monarch email database; the app was hosted and built as a multiplatform version, with the calendar windows filled with various partnership prizes and promotions over the 24 day period. Email opt-in data was also shared with prize partners.
All of Monarch’s customer segments were targeted, with prizes in school holidays, city breaks as well as flights to some of Monarch’s top destinations specifically targeted at couples. The campaign was devised by digital agency Branch Communications.
Monarch Airlines head of digital and marketing Ian Chambers said: “[The campaign]was a great way to engage and reward our loyal customer base as well as attracting new prospective customers. Of the 72,000 people that entered, over 18,000 were new sign-ups to the Monarch database. We estimate that the Christmas Advent App campaign could deliver a potential £1.1m worth of revenue over the coming year.”
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