In 2008, Carl Zeiss Vision wanted to run a multichannel contest as a cross promotion for partner BestGlasses4Me. This giveaway included a printed coupon and a form for locating a Transitions eye doctor. The challenge was how to reach qualified customers and best track the coupon and the collected information?
Target specific markets with a branded paid search & display campaign to drive people to find a recommended eye care professional. Set up tracking parameters to accurately attribute data from coupon and form conversions.
By the end of the 4-month giveaway, more than 30,000 people had visited the site through paid search. The number of conversions exceeded the Carl Zeiss’s expectations.