Good girls do. Peer-to-peer marketing, that is. Oxygen Media ran consecutive Peersuasion programs to drive between Web and television offerings and build the network's database of subscribers. Each campaign included a fun quiz based on a popular television show. Users earned additional entries by referring friends.
Success metrics:
- Open rates in excess of 50%
- Participants sent an average of 2.6 emails each
- 2,000 new database opt-ins per week
Oxygen realized economies of scale by leveraging the Peersuasion technology to build distinct but architecturally similar consumer campaigns. Both programs offered incentives for both existing subscribers and new subscribers, ranging from gift certificates to two Vespa motor scooters. Additionally, the signup form was enhanced to poll users as to cable provider and age.
