Case and point, on a recent trip to New York City I was able to get free stuff from the Hershey Chocolate Store in Times Square and at the Broadway Show Billy Elliott.
To “unlock” those free deals, I used a free social media program called Foursquare. The process is very simple: You check-in via the Foursquare App, the check-in unlocks the offer, show your phone to cashier and voila! One click, it is simple.
This weekend, I went to check out Pirates of the Caribbean 4 (a fun movie). While I passed by and didn’t notice the Yahoo Sign in the lobby, my brother-in-law was not as fortunate. Lured by the QR Code and the promise of free popcorn, he was hooked.
However, getting the popcorn was not a simple process. First you scan the QR Code, that sends you to a special webpage. After you sign-in via Facebook and give them the right to post things on your wall, you then have to “like” the Yahoo Free Popcorn fan page on Facebook, then check-in at Regal Cinema. At that point, you need to find a knowledgeable popcorn clerk (good luck) who can then grant you the prize.
Based on the cool reception my brother-in-law received, coupled with a rather clueless response from the popcorn clerk and manager, it is clear that not a lot of people have taken advantage of this “free” offer.
The winner in this Free Popcorn offer is clearly “Yahoo”, they get the real estate for promoting their name. The loser is the customer who gets frustrated and by-passes the expensive artery clogging product… so I guess that makes the loser the winner!?!
Moral of the story: one-click. Make it simple.