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BizReport : Advertising archives : September 03, 2013

New partnerships put the emphasis on social

Two new partnerships are putting more emphasis on the social space: one by allowing simplified eGifting and the other by tapping into social loyalty.

by Kristina Knight

First, social gifting hub eGifter has tapped international wallet Coinbase to be their bitcoin payment provider. Through the partnership consumers will be able to use bitcoin to purchase eGift cards at the hundreds of brands utilizing eGifter's platform. There are more than $1 billion bitcoin in circulation and according to the company, they process more than $4 million transactions daily.

"Bitcoin is growing and rapidly being adopted by more online consumers," said Tyler Roye, CEO of eGifter. "Our partnership with Coinbase puts us in a great position to serve our members and to be on the cutting edge of its growth. Coinbase enables its partners to take Bitcoin without having to actually take possession of the Bitcoin and be exposed to market fluctuations. "Coinbase simply sets the price in real-time and calculates the amount of bitcoin needed to complete the transaction, then they take the bitcoin payment in our app and pay us in US dollars," said Roye.

Meanwhile Cosi has tapped PunchTab for a new customer loyalty based sweepstakes option. Through the partnership PunchTab will design the 'Win Lunch for Two' sweepstakes across channels. The sweepstakes uses social loyalty techniques to encourage consumers to share Cosi information with their social circles.

Angela Sanfilippo, CMO at PunchTab said, "This new campaign is further evidence of the trend towards leveraging omni-channel engagement programs that are relevant to today's social, mobile consumer. Consumers are on multiple channels, all the time and often from a mobile device. To break through the noise, brands need to meet them where they interact, with the right kind of offers and programs that can impact their purchase behavior."

Tags: Coinbase, Cosi, eGifter, loyalty marketing, online advertising, online payments, Punchtab

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