Generation G is all about generosity and giving. Find out how retailers are incorporating this new trend in their strategy.
G is for generosity, and although some people may be cynical about this, retailers can benefit hugely by appearing to be generous. Look at these examples below.
Canadian coffee and fast food restaurant chain Tim Hortons held a Random Acts of Kindness event for the second year running. At around 250 locations in the US and Canada, thousands of customers using the restaurant’s drive-thru received their takeaway order for free. Recipients were given a sticker reading “I just received a Random Act of Kindness from Tim Hortons” and a voucher for a free coffee that they were encouraged to give to a deserving friend.
KFC created the ‘So Good’ campaign to celebrate 40 years since the fast food franchise arrived in South Africa. The initiative involved bringing people ‘So Good moments’, and during the rainy season, KFC sent street teams out around Johannesburg armed with branded umbrellas for distribution to commuters or pedestrians who were caught in the storms.
Coca-Cola has unveiled the ‘Cajero de la felicidad’ (meaning ‘Cashier of Happiness’) in Madrid. Cash machines were installed at locations across the city, offering passersby EUR 100 if they promised to share and make someone else happy. The machines’ touchscreens displayed various options for actions that individuals could undertake, such as buying breakfast for everyone in their office, giving a neighbor a surprise gift or treating a few cab drivers to lunch. The distributor then dispensed an envelope containing EUR 100, along with details of where the recipient could send photos or videos of themselves sharing with others if they wished.
Ben and Jerry’s
Ice cream brand Ben and Jerry’s unveiled a campaign rewarding residents of Sydney and Melbourne with random acts of kindness. The brand’s mascot – a cow named Woody – could be found in busy areas of the two cities, offering to give free massages, ice cream and hugs, and the stunt was designed to encourage consumers to undertake their own random acts of kindness. A competition which ran alongside the promotion invited individuals to nominate a friend’s act of kindness in order to find Australia’s kindest person, who won a year’s supply of Ben and Jerry’s ice cream.
16 Handles has recently launched the Snappy New Year campaign. The frozen yogurt chain’s Facebook fans were encouraged to send a photo of their purchase to the brands Snapchat account, and were rewarded with a reply snap – a coupon from 16 Handles. Coupons included discounts of between 16 – 100% off their order. To take advantage of the coupon, customers had to get the cashier to swipe the snap coupon before it disappeared – usually within 10 seconds.
Israel-based apparel brand Delta recently used Facebook’s Poke app for a marketing campaign. Poke messages were launched as a new feature, and Delta had a well-known model Poke all of her Facebook fans. When fans clicked on the Poke, they saw a video of the model putting on tights before being directed to a discount site for the product. As Poke’s are automatically deleted after they are viewed, the discount could not be shared and was exclusive to the recipient.
Image credit : Photobank gallery