Membership Marketing: Countdown x Red Bull for Flugtag 2022

Membership marketing is a unique approach to relationships between businesses and customers. It’s an extension of the idea of “the club” — that feeling of belonging people enjoy when they’re part of something special. Here’s a fantastic membership marketing idea from Countdown NZ and Red bull to inspire you. How does the partnership boost relationships and revenue for both brands?

Countdown is New Zealand’s leading supermarket brand and a part of Woolworths New Zealand, a subsidiary of the publicly-listed Australian company Woolworths Group Limited.

One of the biggest deals that Countdown has been offering its customers is OneCard, a loyalty programme that allows members to enjoy fuel discounts, rewards, exclusive club prices, and enter OneCard exclusive competitions.

Partnering with the renowned energy drink brand Redbull, Countdown has recently kicked off a OneCard exclusive competition for the coming Flugtag 2022!

Win the Ultimate Red Bull Flugtag Experience

Red Bull Flugtag is about to take off this coming December 10th, 2022 in Auckland, New Zealand! In this competition promotion, Countdown is encouraging shoppers to buy 2x Red Bull, swipe their OneCard and be in to win the ultimate Red Bull Flugtag experience.

But what is Red Bull Flugtag, anyway?

Named after the German word for “flying day”, it is a competition organised by the energy drink brand. Since its successful inception in 1992, the event has been held every year in over 35 cities worldwide.

It challenges competing teams to design, build and fly homemade human-powered flying machines.

But because they will ultimately end up in the water, the craft must be unsinkable and constructed entirely of environmentally-friendly materials.

It’s a contest that’s fun for spectators, too. Red Bull Flugtag events usually attract thousands of people who come out to watch the action unfold.

How Do the Brands Benefit from this Membership Marketing Idea?

1. Expand Customer Base

Love to join this competition but don’t have OneCard membership? No problem!

Pick one in-store, and you can have the chance to enter Red Bull’s Flugtag promotion.

This is definitely an excellent way for the supermarket chain to expand its customer base by making the loyalty programme accessible while also offering a more rewarding experience to shoppers.

2. Raise Event Awareness 

Promoting Flugtag 2022 at the point of purchase, the partnership successfully raises awareness for the coming event.

We love how the eye-catching POP floor display showcases the event’s theme, steering excitement and curiosity among shoppers who will see it from a distance.

In addition, the straightforward call to action made it easier for shoppers to understand what it was all about.

3. Boost Revenue 

By incentivizing customers with rewards or discounts for repeat purchases, membership marketing encourages them to return and spend more money.

In this in-store promotion, Countdown and Red Bull benefit for every two participating products purchased, boosting revenue as people buy more to earn more entries for the prize draw.

It will also motivate them to continuously use their OneCard membership when shopping at the supermarket even after the promotional period.

4. Build Lasting Relationships

Membership marketing is about building lasting customer relationships, not one-time transactions.

You want to create value for your members and give them a reason to stay engaged with your brand.

We love how Countdown partnered with Red Bull, allowing its members to have the chance to win the ultimate Flugtag experience, which in turn can increase loyalty, trust and appreciation towards the supermarket chain.

Take a look at this fun promo gift from Red Bull Flugtag back in 2010. We love how it allows everyone to build their flying machines too, but this version fits more on their hands.

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Key Takeaways,

Membership marketing fosters the connection between your brand and your customers. You can offer exclusive promotions or access, special offers and discounts, making it easier for them to engage with the whole process.

In addition, you can partner with complementary brands and tie your membership marketing campaign with exciting events, just like Countdown did in this promotion with Red Bull!

Boost Your Membership Marketing With ODM,

There are many ways to add value to your membership marketing, but one thing that remains indispensable is offering your loyal customers promotional gifts and brand merchandise.

Our team at ODM, together with our design agency, Mindsparkz, ensure that we are always ahead of the game to guarantee that you will get new, innovative and suitable giveaway ideas for your marketing campaigns and promotions. Our diverse approach makes us a great partner for businesses that want a team to manage their projects closely.

Contact us today and let’s take your membership marketing strategy to the next level!

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