Dive Brief:
- Pork brand Smithfield is launching Smithfield Rewards, a digital loyalty program designed to highlight the history and heritage of its namesake town of Smithfield, VA, which is deemed the "Ham Capital of the World," per a release made available to Marketing Dive.
- The program rewards fans for purchasing products such as hickory smoked bacon and sausage and will allow them to virtually visit Smithfield, VA, to earn points for prizes such as a year's supply of bacon, in-store coupons and an artisanal carving board. One grand prize winner will receive a complete kitchen makeover worth $50,000.
- The Smithfield digital portal is powered by HelloWorld, and users can also earn points on the platform by taking surveys, uploading receipts and completing a user profile, as well as interacting with actual architectural structures found in a virtually recreated version of Smithfield.
Dive Insight:
Smithfield is using digital tools to bring the small story of a brand and its namesake town — which has fewer than 8,300 residents — to a global audience. The rewards program's ultimate goal isn't just to dish out points and prizes, but also let consumers experience a "photo-realistic portal that brings them right into the heart of charming Smithfield," according to the release.
Recent industry research points to the importance of fostering loyalty programs that focus on digital innovation. Accenture Strategy released a report in February that noted marketers should provide digitally-driven tokens of personalization along with exciting experiences like virtual reality if they're looking to grow in this area.
Virtually re-creating the "Ham Capital of the World," while perhaps not exciting in the traditional sense, is still a charming way to engage and draw new users into learning about a brand's history. Accenture additionally noted that consumer expectations have shifted to expect more than lower prices or reliable service in their loyalty programs.