Case Studies: Look What We've Done

The Real Thing

Coca-Cola used the U.S. South promotional phone card during their IYDKYDG campaign to obtain valuable market data and build brand recognition among 12 to 22 year-olds. Specially marked bottles of Coke and fountain cups contained a PIN number valid for access to a personal 800 voicemail box and special offers from Coke. To receive the reward, a cardholder had to call an 800 number and answer a series of questions. Teens drank it up! Coke achieved a 25% card activation and use rate, and captured valuable data to help tailor regional campaigns. For Coke?s campaign, U.S. South developed a fully customized network including enhanced switching facilities, carrier contracts, dedicated VRUs, and a state-of-the-art relational database with web access, creating the largest voicemail box application ever established for a single promotion.

Display the Cow - Get Minutes for Free

In an attempt to enhance grocery store sales and increase brand recognition, American Dairy Brands motivated dairy clerks to display Borden cheese for longer than normal by awarding ?60 Free Elsie Minutes? promotional phone cards. American Dairy Brands didn?t need to say cheese to smile once the results were in; Borden-branded cheese displays stayed up three times longer versus normal activity, far exceeding the company?s goals and expectations. In addition to serving as a premium incentive, the card functioned as a brand recognition and appreciation tool with its attractive design and customized voice prompt message.

Better than a Sugar Pill

Pfizer Inc. needed an innovative way to solicit valuable feedback on their Zithromax product from patients taking the drug. The prescription: a U.S. South promotional phone card that rewarded recipients with 10-minutes of free calling time after completing a quick and easy telephone survey. Doctors distributed over 200,000 cards and the participation levels were excellent. U.S. South generated detailed monthly reports, providing Pfizer and participating doctors with vital patient feedback information. This enabled the company to identify how symptoms differed based on geographic location. The Pfizer survey phone card generated better results at a significantly lower cost than traditional survey methods.