A marketer’s guide to digital rewards

Companies from Fandango to Land Rover are offering digital rewards and downloads targeted to customers’ interests. Bonus: Customers willingly provide you their data.

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Fandango, the Web-based ticket company, uses digital downloads as a way to add value to the movie-going experience and to make it more engaging.

Sometimes this means a customer buys a ticket and can download the music from the movie, says Chief Marketing Officer Adam Rockmore. In other instances, Fandango has provided e-books pegged to movie releases, such as “Gone Girl,” “American Sniper” and “The Divergent Series: Insurgent.”

Either way, digital giveaways help the company move beyond the old idea of offering rewards that customers might not really want, such as cashing in airline miles for magazine subscriptions.

Reaping customer data

The guide also reveals how marketers are reaping a wealth of customer data through digital giveaways.

“We’ve been really focused on making a Fandango ticket mean a little bit more to the consumer,” Rockmore says. “What I mean by that is: How do we add more value to the experience? How do we make the movie-going experience more engaged, more interesting? So we’ve been accelerating these rewards.”

The free guide digs deep into these areas:

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