November 19, 2012
Hipcricket Issues Enhanced Rules Engine for Customized High-Engagement Programs
By Tabitha Naylor
Several days ago, the one-stop mobile marketing and advertising subsidiary of Augme Technologies, Inc., Hipcricket Inc., announced an enhanced rules engine. Integrated within Hipcricket's AD LIFE mobile advertising and marketing platform, from a single, scalable user interface, it enables advertisers and marketers to easily configure customized high-engagement instant win/sweepstakes programs.
The capability shortens the time to market and reduces the client cost for what was previously customized work, and is now available to Hipcricket clients. Compared to classic awareness campaigns, sweepstakes campaigns have proven to generate a much higher engagement rate.
A major retailer customer of Hipcricket added a sweepstakes component to an existing awareness campaign and saw the monthly campaign engagement rate multiplied by 19. Across its mobile advertising and marketing efforts, brands are turning to sweepstakes programs in increasing numbers.
In the first half of Fiscal 2013 (March-August 2012) compared to the first half of Fiscal 2012, a major broadcast customer of Hipcricket executed 60 percent more sweepstakes campaigns. In the first half of Fiscal 2013 compared to the First half of Fiscal 2012, a large beverage company customer ran nearly three times more sweepstakes campaigns.
To increase customer engagement, used in both mobile advertising and marketing campaigns such as banner ads or mobile landing pages, Hipcricket's instant win/sweepstakes technology/complex rules engine can also be used on Hipcricket's first to market and unique scratch ticket product that replicates a lottery scratch ticket experience on a mobile phone.
The administrator can easily upload a list of randomized codes within the AD LIFE platform that represent various prizes associated with the instant win/sweepstakes program. Based on the predefined rules associated with the program, the system will randomize the prize list as it assigns prizes to winners as soon as the program starts running.
"The enhancement to the AD LIFE platform speeds up what had previously been a complex, and often times costly process," said Mark Baker, Hipcricket's chief development officer.
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Edited by Braden Becker