Jimmy Dean, a Sara Lee company, partnered with SocialTwist to create a nationwide social media couponing campaign. Using a rewards model, the value of the coupon increased incrementally in direct relation to the number of people it was shared-with. This campaign was executed via Facebook, Twitter, and email.
Rather than geo-targeting their advertising, they allowed the data to inform where their most active consumers reside (specifically, those who pursue coupons and discounts). A whopping 40% of all sharing took place in Florida, and this in-turn, influenced a decision to allocate more marketing budget to Florida markets.
Couponing also carries the added advantage of wide blogger coverage. Since blogging isn't something you can pay for, finding a blogger nice and creating awareness in the community can create buzz via this valuable type of earned media. In this case, it was mommy bloggers and deal-search blogs.
For Jimmy Dean's most recent social media (Facebook) coupon, look here.