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OfficeMax leverages Facebook Places for mobile rewards

OfficeMax launched a location-based rewards program this week that allows consumers to receive a $10 virtual savings card for “checking in” at any retail location using Facebook Places.
With an ecological tie-in, OfficeMax encourages participants to sign up at the kickoff of Earth Month for eligibility to win free ink for a year.

The goal of the program, designed by OfficeMax’s social media AOR Tribal DDB New York, is to increase consumer participation in the company’s ink recycling and refilling program. The company created the initiative in 2006 to allow consumers to refill empty ink cartridges at up to 50% savings compared with buying a new cartridge.

“We’ve always had a commitment to sustainability,” said Mark Andeer, VP of brand strategy at OfficeMax. “We looked at this program as combining sustainability with this new medium as a great way to engage our fans.”

Each check-in enters consumers into a sweepstakes to win free ink for a year. Andeer said OfficeMax will be able to remarket to participants because “we garner these Facebook ‘likes’, we get awareness out, and we give customers great value.”

The affinity programs have played0404_OffMaxBands-150x150 a role in boosting Office Max’s Facebook ‘likes’ from 600 to 150,000 over the course of the last year.

The social media loyalty plan supplements Office Max’s existing affinity offers. For example:

  • Holders of a MaxPerks member card qualify for a special $20 rebate on purchase of a $39.99 case of Hammermill paper.
  • Its Rewards for Business program includes $25 off on every $500 in qualifying purchases, with no reward limit.
  • Rewards for Teachers allows educators to earn $10 on every $75 in qualified purchases, up to a maximum annual reward of $100.