This recession hit Americans hard, particularly in the pocketbook. The idea behind ConAgra’s RecessionPayback.com was to promote eleven well-liked but under-supported ConAgra brands by combining traditional consumer couponing with a new digital engagement idea. The website pumped new life into these recession-proof brands, reinventing the coupon delivery process with an engaging and topical twist. It leveraged the fact that women make up 64% of the online casual gaming audience. And overall, it showcased ConAgra as a marketer who understood how the recession affected their budget-conscious consumers.

That’s definitely smarter and faster.

To get the word out, we used CRM communications via email and rich media ads where people could begin playing the game within the banner, smacking the culprits around even before they got to the full site. By completing the game, they earned coupons with values based on their performance. Early results showed remarkable interaction and click-through rates: our interaction was 5x the industry average with interaction time 71% longer than standard. Online impressions topped 17MM in the first few weeks of launch, pass along commanded a 15% rate and positive blog posts rose upwards of 90%. Finally coupons printed surpassed 100M.