Happy holidays from Hailo and Molson: Operation #ExitStrategy
For the month of December, Hailo and Molson have teamed up to offer $10 free taxi credit to their users during this season of holiday parties and celebrations. The campaign gives users going to select establishments (map below) a $10 credit that they can access through entering a unique promo code into their app before they hail a cab.
If you’re not familiar with Hailo, the service allows users to hail a cab and also to pay automatically for their cab fare with a few taps of their finger through a phone app. Users can see who the driver is going to be, call them, and follow their driver’s progress to their location on a map. The service launched in Toronto a little over a year ago and was met with huge fanfare and open arms. I was certainly one of those fans. And why not? A more convenient, reliable, faster, and safer way of hailing and traveling in cabs? Fantastic.
But back to the campaign – it’s a brilliant example of a triple win campaign. Molson gets customers going to Molson establishments that serve their beer. They also have the opportunity to demonstrate their commitment to their “celebrate responsibly” messaging in a very direct and active way. Hailo gets users using their app – potentially new users who have never tried their app before. And finally, all users who participate in the campaign get $10 off their cab fare after their night out.
For marketers, campaigns of this nature are not always easy to create as it’s important to find the right alignment of strategy, opportunity, and channel. However, a strong focus on the end user and what adds value to them is a great place to start. This joint campaign is a great example of providing value to customers in a relevant and integrated way that makes great use of the social and mobile channels.
Happy holidays, everyone!