Future Shop gets schooled

Future Shop found reaching students to be a challenge as they are often transient, busy and cash-strapped. Media Experts' research also confirmed that students consider a product first and the retailer second, and that they have plenty of options from which to choose.

The agency's goal was to position Future Shop as the preferred destination for back-to-school electronics by becoming and staying "Tapped In."

A Facebook "Tapped In" app was developed inviting students to cash in on $101,000 worth of gift cards and prizes of tablets, laptops and smartphone packages. By completing tasks like checking in on Foursquare, taking their picture in front of a Future Shop store or retweeting deals to their personal networks, students could earn credits toward prizes.

A "Tapped In" mobile ad was placed on Sympatico, Yahoo! and Addictive Mobility mobile networks, which drove users to the Facebook app and enabled students to rack up credits toward the prizes.

OOH creative strategically placed in student neighbourhoods, nightclubs, bars, skate parks, and universities all encouraged consumers to get the app at Future Shop's Facebook page.

Results showed 17,500 participants completed over 118,000 "Tapped In" tasks resulting in Future Shop meeting its six-week target in 12 days.