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Invino rewards Father’s Day shoppers with mobile gift cards

June 11, 2013

Online wine retailer Invino is leveraging mobile and social for a Father’s Day promotion that encourages consumers to try out the site by sending a gift card to friends and family members.

Invino is one of six retailers pushing out deals to fans this Father’s Day via the mobile gifting application Wrapp. The six retailers participating in the promotion are Guess, Tommy Hilfiger,, Native Union, Invino and Office Depot.

“Wrapp’s friend-to-friend marketing platform is very powerful because it’s one friend recommending Invino to another within the context of a gift,” said Tony Westfall, CEO of Invino, Sonoma, CA.

“We really like that – and like that all their friends on Facebook see that Invino gift,” he said.

“In many ways this is so much cleaner than banner ads or Adwords because instead of interrupting the conversation, Invino is now part of the conversation between friends in an enriching, enabling way.”

Gift on mobile
When consumers open the Wrapp app, the Father’s Day campaign is featured at the top of the screen.

Below, the offer from Invino pops up.

When consumers tap on the offer, they are directed to a landing page that encourages consumers to send their friends a $15 gift card to the site.

From there, consumers are directed to Invino’s mobile site, where they can learn more about its discounted wine offers and sign-up for a membership.

The promotion code from Wrapp is copied from a mobile device and can be pasted into the site when consumers are ready to checkout.

Since Invino is membership-based, offering gift cards to drive traffic is a great way for the brand to spread the word about its products.

As opposed to driving online traffic, Office Depot is using the Wrapp app to push a time-sensitive $5 coupon to consumers that can be redeemed in-store for Father’s Day.

The offer includes a promotion code that Office Depot employees can enter at the point-of-sale.

“This year for Father’s Day, Office Depot has all the hottest tech gifts like the latest Windows 8 tablets, Monster headphones, smartphone accessories, plus many more,” said Sharon Goldstein, director of marketing at Office Depot, Boca Raton, FL.

“Being that Office Depot is a tech destination, it only makes sense to partner with a company that is innovative and leverages the way customers use social media and the latest tech devices to shop,” she said.

“Additionally, partnering with Wrapp allows us to reach new customers making us top-of-mind and part of the conversation for Father’s Day gift giving while also being a great complement to our other digital efforts.” is offering $10 gift cards to its Web site — Consumers who send the offer to five of their friends will also receive one for themselves.

Similarly, Tommy Hilfiger also offered $10 gift cards that were good for online sales through June 9.

According to Wrapp, consumers can also add more money and offers onto the package or create group gifts with siblings.

Wrapp is available for Android and iPhone devices or as a Facebook app.

Building loyalty
Mobile and social go hand-in-hand, and by weaving the two together retailers are able to give consumers incentives for interacting with them while also building longer-term relationships with their customers.

“Wrapp retail partners often use holidays and seasonal events to reach specific target audiences with temporarily higher-value free gift cards, and often as part of their seasonal promotional campaigns they’re conducting in other media,” said Greg Spector, head of communications at Wrapp, San Francisco.

“Sometimes they are retailers new to Wrapp — for example, this Father’s Day, Invino, Guess, Tommy Hilfiger and Native Union — and more often existing retailers that have been using Wrapp’s friend-to-friend marketing platform for some time, such as and Office Depot,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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