Argos has extended its e-marketing activity by allowing customers to send personalised invites to World Cup match parties, according to Marketing News.
It’s hoped the application will boost sales as it showcases Argos’ products which entertain people during the tournament. The intention is to increase conversion rates of browsers to buyers on its website, which received 300m visits in the last financial year.
Created by Meteorite, the personalised invites are themed around specific games. They can be sent through email or Facebook to invite friends. It will be supported by affiliate, search and targeted email activity to 6.5 million customers.
‘The Match Invite’ will be launched next week. It’s an element of Argos’ wider summer promotional campaign built around the digital hub known as the ‘World Truck’. Flash web designers have embedded a video of Barry the truck driver, who explains the competition on the website. Entry to the competition can also be found on the personalised invites. The contest will see one lucky winner walk away with the £5,000 contents of a delivery lorry that has been customised. The prizes include TVs, laptops, games consoles, BBQs, indoor and outdoor furniture and football paraphernalia.
This e-marketing is known as ambush activity, because Argos has no affiliation with the World Cup.
Dave Harding, ecommerce promotions and advertising manager at Argos, said: “We want to position Argos as a facilitator of a great World Cup experience through customer engagement before, during and after the World Cup. The World Cup Truck is part of an overarching campaign across all Argos shopping channels to own the preparation phase of this huge sporting event.”