Definitely one of the best location-based marketing campaigns of 2012. Guatemalan shoe store Meat Pack launched an app called ‘Hijack’ to pinch customers from other stores like Adidas or Nike. The idea is to ‘hijack’ customers from other stores by giving them time limited discounts, when they physically enter the store of the competition.
How does it work?
Every time customers with installed app entered geofenced competitor store it showed them a countdown timer and an offer for money off shoes. The discount started at 99% off and reduced by 1% for every second that passed. The timer stopped when the user reached a Meat Pack store.
Campaigns which are giving innovative incentives for customers are really cool. This particular campaign has been build on the top of existing loyalty program. Some comments on the web where critical about limiting it in such a way but it might not be a bad idea to reward existing customer and motivate them to come back. It depends on the loyalty program it self. Maybe it was not giving enough incentives to retain customers. I mean how many loyalty cards from different store do you have? Probably so many that you don’t even now. Anyway within the first week of the campaign more than 600 shoppers were hijacked from the competitors with one of them getting 89% of his new trainers, so the result is pretty ok:).