Case Study

WalletPaloozaFrom

Summer 2011

2 Intro

Problem:Everyone is hunting for a bargain, and in 2011, the online “daily deal” space has exploded. Led by giants like Groupon and Google Offers, there has never been better access to great deals for consumers. But with so many different places to purchase deals, how can a consumer keep up with daily offers? And how can they keep track of them all?

DealsGoRound, an online marketplace where people can buy and sell daily deals, even after the deadline to purchase them has passed, developed a novel value add to their business: the Deal Wallet. The DealsGoRound Deal Wallet lets users import all their deals from the industry’s top sites, and manage them from one individual Web portal. And just like that, presto! Shoppers can keep all their coupons in one place, and they get ongoing access to great deals on the DealsGoRound marketplace.

DealsGoRound’s problem? How do you introduce the Deal Wallet to the world?

Solution:

WalletPalooza!

Vis-à-vis Creative proposed an ambitious citywide treasure hunt in the city of Chicago. The concept was to raise awareness of the Deal Wallet feature by hiding Velcro wallets full of deals that can be found (and managed) on DealsGoRound. Based in Chicago, the company is dedicated to the city’s cultural zeitgeist, so Vis-à-vis decided that a treasure hunt surrounding the popular Lollapalooza music festival would be a nice fit, and had the added benefit of aligning with existing marketing campaigns.

Six locations were chosen: three the week before Lollapalooza and three after. Treasure hunters who found the wallets would receive more than $300 of goods and services. In addition, participants who hunted for wallets or made comments on the DealsGoRound blog, Twitter feed or Facebook page would qualify for a weekly grand prize: either tickets to the Lollapalooza festival for week one, or a high-end Coach wallet for week two.

3 Week One Teaser

Teaser:7/28/2011 – Teaser & Announcement Message

Summer pricing got you down?Well turn that frown upside down!WalletPalooza starts next week!A giant game of hide and seek!

Online here you’ll get each clue.Every day is something new!Deal Wallets black, blue, and brown,hidden across our lakeside town.

So look out friends, for your secret stash!DGR Wallets full of “cash”...Discounts and restaurant coupons,from YouSwoop, BuywithMe and Groupon,

On top of that you’ll find more clues,about free tix to Lollapalooooozzzzz.Music and memories and things to make you feel pretty,as DealsGoRound takes the Windy City!

Coming to Chicago and the Internet, August 1 – August 12, 2011.

4 Week One

Week One:8/1/2011 – Hunt Is On Tomorrow For “WalletPalooza!”

Tomorrow morning, rise and shine,Let the games begin!A treasure hunt that is designedFor all to play and win!

Wallets stuffed with cash and prizes,Hidden in the city. Daily deals of every size,And one more special ditty:

One lucky winner gets to go,to Chicago’s biggest summer show!Lolla tickets will be bestowed,by random drawing, yo!

Clues come out here every day,It’s where you’ll find the scoop.Little by little, bit by bit,We’ll keep you in the loop!

So sing yourself a lullaby,There are wallets to be found!Brought to you tomorrow, by,DealsGoRound!

5 Week One / Day One

8/2/2011 – Day OneRiver Esplanade Park @ 401 E. River Drive (Along The Water)

Wallet Location #1River Esplanade Park @ 401 E. River Drive, Chicago

3Ever want to make a wishto last a hundred years?Maybe pay your way to playin a fountain full of tiers?

River Esplanade Park celebrates 100 years of the Chicago water authority. The fountain (where you can make a wish) is the centerpiece of the riverfront part. The “tiers” are steps built into the fountain where someone can sit and enjoy the cool of the fountain spray and the river’s view.

4This is not the Lindsay kind,but this thing sure can shoot.Every hour it unwinds,so bring a bathing suit!

A water cannon, designed by Lohan Associates (“not the Lindsay kind”) shoots an arc of water across the Chicago River every hour.

1Good morning friends!It’s time to start,our game of hide and seek.

Clue #1is here for you;let’s take a little peek:

The first Deal Wallet hides,along the water’s way.And there it shall reside,For almost all the day.

The wallet is near water, available to be found during the day.

2Still looking? That’s good!Here’s a clue for neighborhood:South of east north water, true,but, north of water too.

The location is “south” of East North Water street in Chicago, on the “north” bank of the Chicago River.

6 Week One / Day One

5Read the signs in Streeterville;Keep an eye out and you will,find an arc, in a park,that’s not open late after dark.

The general area is in the Streeterville neighborhood along the Chicago River. If a treasure seeker follows the water arc they will zero in on the park’s location. The wallet was hidden behind a sign: Park Closes at 11PM (“not open late after dark”).

6A Spanish word?Don’t ask me:An open space, next to the “C”.In order for you to find,Look high and low,in front, behind.

Esplanade is, indeed, a Spanish word meaning open space next to the sea, which in this case is spelled simply, “C,” for Chicago River. Looking “high, low, in front, behind” tells a seeker to look behind items – the wallet was taped at eye level to the back of a sign.

7The next clue to be delivered?It’s along the Chicago River!Look for level ground,then start to look around.

Chicago River park!

8First Deal Wallet game got you down?Then narrow your search!The only River Esplanade in town,features an 11PM perch!Look behind the sign that’s black.The wallet’s taped along the back.Get there first and you might go,to the Lollapalooza show!

The final instructions on where to find the wallet.

9Congratulations @RowenaLi,who made it look easy!But using the deals inside her walletis what’s really breezy!

Nice work on a job well done!Tomorrow is another one.So even if you found none,We’ve got five more shots at fun!

And don’t forget – you might get to go,To the Lolla show!So see you here tomorrow morn,When a new WalletPalooza hunt will be born!

7 Week One / Day Two

8/3/2011 – Day Two311 South Wacker Drive

The “green” refers to another park, and it might also make you think of money. That should tee up the last word in the clue – “twenty.” The president on the twenty dollar bill is Andrew Jackson, as in Jackson Boulevard.

2Here’s another little clue,for you to contemplate.Combine Clues 1 and 2,to find the real estate.

(Throw this verse in reverse!)Filled with business peeps and slackers,programmers and hackers.Maybe even line-backers?Eating cheese and wine and crackers.

The “real estate” refers to the actual location. Combining clues one and two suggests that Jackson is one of the cross streets, and what comes next is the other one:

When you rhyme, you’re creating “verse.” If you go backwards, you can use the reverse verse to find another rhyme to slacker, hacker, backer and cracker: Wacker.

The general area where the wallet is hidden is at Jackson and Wacker.

1Wake up campers!Let us begin!A Deal Wallet’s lost,which you can win!

The wallet is stuffedwith daily deals;and if that’s not enough,here’s more appeal:

One lucky winner,gets more than just dinner,and entertainment fun.Lollapalooza is at stake – 2 tickets for you to take,to the concert under the sun.

So…

Today’s clue starts with a frenzy.Like Day #1, it’s green with envy.And though the clues today are plenty,Focus on the number twenty.

The game’s afoot, so let’s get going.With so much loot,the bounty’s growing!

Wallet Location #2311 South Wacker Drive, Chicago, Il

8

3The wallet’s in a public place,where people go each day.The clock strikes noon to keep the pace,begging you to stay.

The location is a popular lunch spot.

4A hidden spot, not near the lake.Closer to a wedding cake.And here’s another small surprise:It looks upon our highest rise.

The building at the corner of Jackson and Wacker is sometimes called the “Wedding Cake” building, and it’s right across the street from Willis Tower, the city’s tallest building.

5Four plus sevenequals eleven.Two of three you need.The missing threegoes first you see.The number to succeed!

The street address of the building adjacent to the place where the wallet is hidden is “311,” as in 311 South Wacker.

6From Skydeck Ledge,just gaze straight down.The wallet’s there –look around.

Skydeck Ledge gives you a bird’s eye view of the intersection at 311 South Wacker. The “down” refers to “South” on a compass – look straight down means look south to the place where the wallet is.

7At lunchtime you were bound to see,underneath the shade of trees,people interloping.As you continue the investigation,don’t miss the pigmentation,within kaleidoscope rings.

Another reference to a popular lunch spot in a park. More specifically, there are flower pots in the park, and one of them is an astrolabe sculpture with a kaleidoscope, which is trained straight on the wallet.

8All these clues got you unruffled?Maybe we should then unshufflewhat we know thus far.An outdoor spacethat’s interlacedwith trees and grass and stars.

People come and people go,especially on breaks,in and out of the building shaped,like a wedding cake.

In a planter, in the park,where Wacker meets Jackson,that’s the spot, with the mark, where these facts come in.

311 South Wacker Drive,that is the place!The hunt is still alive,and you can win this race!

Get off your bum!Go have some fun!Grab the wallet of deals,By now, it’s a steal!

From above, the walkways of the park at 311 South Wacker come together in star-like patterns.

9Ryan T, we salute thee!Your sleuthing is astonishing.And, if you weren’t so darned astute, see,we’d need some sound admonishing.

We’ll see you on the ‘morrow then,as day three starts to break.Another wallet, yet again,for you to find and take!

Week One / Day Two

9 Week One / Day Three

8/4/2011 – Day ThreeA. Montgomery Ward Park, Kingsbury & Ontario

Instead of being in the Loop, the wallet on Day 3 is hidden in a place not far from the offices of DealsGoRound, in the River North neighborhood.

2Still at home in your pajamas?Consider some improvement:Imagine you’re in Alabama,where Parks sparked a movement.

The park where the wallet is hidden is A. Montgomery Ward Park. Montgomery, Alabama is where Rosa Parks refused to give up her seat on the bus. The references to Parks should again evoke a public space, and should also suggest the name of the location.

3Some might say this place is scary,but have no fear, my friends.It’s just a park that’s fairly merry,here at the very end.

Something that’s “scary” can also be “eerie”, a reference to one of the cross streets: Erie. This location is a park, with a merry-go-round, is at the end of Erie Street.

1Today’s wallet hideoutis the last one of the week.Let there be no doubt – it’s time to start your winning streak!

And we did mention, did we not,the new convention, to the plot?

The winners three,may join one more!A Lolla-Spreeis what’s in store!

One lucky cruiser gets to go,to the Lollapalooza show!

So let’s get started – time to see,where we hidWallet 3!

Today we’re not exactlylocated in the Loop.As a matter of fact, see,here’s the scoop:

The hidden spotis not too hard;it’s in a plotnear our back yard.

Wallet Location #3A. Montgomery Ward Park, Kingsbury & Ontario,Chicago, Il

10

4We’re fairly fond of water; youknow this by now, too.So here’s another river view;whose heading points to true.

The park is along the north branch of the Chicago River. “True” is an allusion to “true north.”

5119 is outstanding,betwixt two number citations:1.) The original naming understanding,and 2.) the street location.

Catalog what you’ve discovered,Use deductive comprehension.Make a “wish book” to uncover,the wallet’s flamboyant suspension.

An almost impossible clue: Google Maps and the Chicago Park District referred to this park as Park 511. The street address of the park is 630 N. Kingsbury. Subtracting 511 from 630 gives you the number “119.”“Cataloging” what’s been discovered and “wish book” are references to Montgomery Ward, the nation’s first catalog retailer.

6Drive on to the end, see,toward the promenade,near a street that’s named for Lenzi,find the circular façade.

Drive to the end of Erie Street. The section in front of the Erie Café is named in honor of Lenzi, the restaurant’s famed owner. The “circular façade” refers to a piece of colorful art that hangs in the park. The wallet was hidden within the tiled colors.

7Putting clues togethercan feel very algebraic.Digging for the truthcan also start to be archaic.But lest this quest lose steam,we just won’t be prosaic:Use your imagination!Seek out the round mosaic.

This clue urges the seeker to look for the artwork – a round mosaic of colorful tiles.

8Hungry for another bite?Well, what can we say?Take your treasure seeking appetite,to the Erie (Street) Café.

Across the street and downalong the water’s shore,Look up and all around,for hues and shapes galore.

A. Montgomery Ward,would surely give his blessing.to find a deal wallet that’s stored,among the window dressing.

Within the fauna and the flora,find the art that’s labeled Rora.Multicolored huesreveal the key to all the clues.

The artwork is named Rora, created by artist Ginny Sykes.

9Patrick F,is the captain of his ship!He found Wallet Number Three!What a fantastic trip!

And now one more bit,Of juicy special news,Kathryn B. is going to visitLollapalooooz!

Congratulations victors!You’re full of fame and glory!Next week starts another fixture,of missing wallet stories.

Enjoy a real fine weekend,of music, fun and fest.DealsGoRound wishes you, friends,All the very best!

Week One / Day Three

11 Week Two Teaser

8/7/2011 – Week TwoNight Before Reminder

A Lolla conquest – that’s a fact!What was your favorite Lolla act? Eminmen and Fighters, Foo?Was OK Go okay for you?

Coldplay, Ween,My Morning Jacket.Did Cee Lo Greensimply attack it?

Well…

For the second week,we seek contenders,for WalletPalooza part two;geeks and freaksof every gender,to solve our hullabaloo.

This time around,a new prize to be found,in addition to deals galore:A wallet by Coach!(Does that change your approach?)Just so many ways to score!

So let this be fair warning – We’ll see you in the morning!

12 Week Two / Day Four

8/8/2011 – Day FourPritzker Park – Van Buren & State

4Does it make you want to yelp?Do these clues seem a little partial?Could a grad student help?Look for one at Marshall!

The park is next to the Marshal School of Law.

5For a time, our hiding placeheld Chicago’s great big public eye.But now it’s just a public spacethat watches trains go by.

The park is near the El, and served as the home of the giant “Chicago Eye” sculpture, by artist Tony Tasset.

6Right across the street from here,are rows and rows of books.And if you take a seat, my dearyou’ll see in all these nooks,the words of many authors,etched here as quotations.Say them one after another,As you practice recitation.

The park is located across the street from the Harold Washington public library. Etched into the walls of the park are authors’ quotations.

1Hello people! Welcome back!We have a deal wallet deficiency!Time to get things back on track:Use your clue solving proficiency!

Today’s wallet destinationmight feel recognizable;starting with Wednesday’s location is probably advisable.

Today’s location is close to last Wednesday’s hiding place, in Chicago’s Loop.

2Since we’re starting so near the end,here’s a fantastic shock:The wallet that you seek, my friend,is under four small rocks.

A very open park in Chicago’s Loop, the location required us to bury the wallet a bit.

3Just yesterday, in here,someone played an alto.But in a yesteryear,the inn was called Rialto.

The Rialto Inn was located on this spot until it was demolished in 1990.

Wallet Location #4Pritzker Park, Van Buren & State,Chicago, Il

13

7As you hunt around and prowl,to unearth the hidden truth.Find the ornamental owls,atop the neighbor’s roof.

This is a reference to the gargoyle-style sculptures that adorn the Washington library.

8Take the orange, pink or brown,to La Salle/Van Buren (downtown).

To continue all the fun,Seek a place named Washington.Across the street you’ll see,a park that’s named for Cindy P.

The place you seek is Pritzker Park.If you’ve missed her, disembark.

Look in the grass and under trees,for the rock that hides your prize.If you’re the first then we’ll agree,Your star is on the rise!

The “orange, pink or brown” El trains will take riders to the Washington library exit at La Salle and Van Buren streets, which is also the stop for Pritzker Park.

9Wow! Carla L. hit a big fat home run!She found the deal wallet – now go have some fun!Congratulations on a job well done!And remember – tomorrow is another one!

ADVANCE HINT FOR TOMORROW:DealsGoRound. And round. And round!

Week Two / Day Four

14 Week Two / Day Five

8/9/2011 – Day FiveLake Shore Park Running Track

Look for letters to agree,they will point the way.When A combines with emcee,you’ll be AOK.

A clue meant to be difficult – the back (“posterior”) faces the Museum of Contemporary Art (the MCA). “Ulterior” suggests something that is false – the “Marine & Coastal Association” is a false name, but is stacked to highlight the first letters, that need to “agree.” When “A” combines with “emcee” = emcee-A, or MCA.

4We are thinking ofa new clue suggestion.The score is forty-love:start a court-side progression.

This park features some tennis courts, and the wallet is hidden on that side of the park.

5Deal wallets really help to save some cash.That’s why we’ve developed this crazy little dash.If you find it you’ll be able to pay all of your rents.Look along the walkway, close to the fence.

“Dash” refers to the park’s running track.

1Whew! We’ve been busy!Running round and hiding stuff.We hope you don’t get dizzy – finding wallets can be tough!

So, another hunt begins,tell your parents, sons and daughters.And once again, to win,find fortune not far from water.

“Running” and “dizzy” refer to the circular shape of a running track. This location is another close to water.

2Don’t you love the feelingof sand beneath your toes?This location is concealing,where sand dunes used to flow.

This part of Chicago along the inner drive is built on what used to be sand dunes.

3Is it possible the posteriorof this particular location,faces the ulteriorMarine &CoastalAssociation?

Wallet Location #5Lake Shore Park Running Track Pearson & Dewitt,Chicago, Il

15

6Now, please don’t lose patience,as these clues you do espouse.If feeling some frustration,seek out the little house.

Not the one where people go;this one’s for the birds.Or maybe it’s a place to stowpeople’s written words.

Along the fence, close to the tennis courts, is a small wooden box, constructed to look like a house. It’s probably for newsletters or tennis court signups, but it’s also the perfect hiding place for a Deal Wallet.

7East Chicago’s East Chicagoborders on one side.On another is the tableauof Chicago’s modern pride.

For a champion to be crowned,start a sprint royale.There’s a running track aroundthis lake side locale.

Are these hints on par?Have you had enough?Well, two more clues from here arediamonds in the rough.

This park is on East Chicago Avenue.

8The place you need to findis right along the lake, then.Try to keep in mind:it looks upon the playpen.

Lake Shore Parkis where you want to be.Take a little larkdown among the trees.

We’re happy to report,The deal wallet resides,Near the entrance by the tennis courts,Along the park’s north side.

Right along the railing,is a tiny wooden shack.It’s all smooth sailing,on this angle of attack.

The “playpen” refers to the area along the coast where boaters enjoy protected waters inside the breakwater.

9Lisa, you’ve had a banner day!“Great going!” is all we can say.Today’s deal wallet was a great giveaway.And tomorrow is another chance to play!

Week Two / Day Five

16 Week Two / Day Six

8/10/2011 – Day SixHeald Monument / Chicago Vietnam Memorial

The wallet is located along the wall behind the statue of General Washington.

4Although you are beating,this game like you’re Thor,consider retreating:to make love, not war.

And once you have found,the right intersect,please look around,and pay your respects.

“Make love, not war,” refers specifically to the Vietnam War, which is the clue to the general area. As we didn’t want to commercialize this special place, we put the wallet on the wall above the memorial, away from the actual grounds. And we wanted visitors who walk into the park to be respectful of those there to remember loved ones.

5Like bookends to battle,this site recollectstriumph and agony, too.

Memories rattle.Vets reconnect.And from here, we have a good view.

1This is it – it’s the end!It’s the last chance to findthe last wallet, my friends,so keep this in mind:

Be a wallet-Chuck Norris,kick-butt with this knowledge:Go find Robert Morris,and we don’t mean the college.

Robert Morris is on a statue with George Washington and Haym Salomon, by the sculptor Lorado Taft, at the top of the Chicago Vietnam Memorial, along Wacker Drive and the Chicago River.

2While in Chuck Norris mode,fight for a solution,along the riverside road,that marks Revolution.

“Chuck Norris” and “fight” are references to combat, while “Revolution” is meant to highlight Lorado Taft statue.

3In this location, that marks hallowed land,the General himself stands tall:The birth of the nation, the men hand in hand.Look behind them, along the wall.

Wallet Location #6Heald MonumentWacker & State,Chicago, Il

17

While unleashing mightmight seem so unnerving,We thank them fighting;We thank them for serving.

“And from here, we have a good view” refers to the wall above the memorial where the wallet is hidden.

6Our deal hungry huntsmenwill do well assailing,the impatiens they see whenthey see Wacker’s railing.

On top of the wall are flower pots. The wallet is in one of them.

7Has our little chasegot you too far afield?Then look for the place,that is named Heald.

The official where the Vietnam Memorial is located is called “Heald” Monument.

8A flowering pot,at Wabash and Wacker.That is the spot!Get going attackers!

As you take a peek,here’s a tutorial:the flowers you seek,are above the memorial.

And…

If you should happen,to run into a vet,along the park fountain’s banks,

be it Colonel or Captain,please don’t forget,to give them a mountain of thanks.

9@miriella deserves a salute!You’re a real, deal-wallet vet!You’re a great player and a smart one, to boot!The absolute best you can get!

Congratulations also goto ZZZZ, who stole the show!You managed to poach,the very nice wallet from Coach.

And now that WalletPalooza is done,We hope that you have had some fun.And wherever your daily deals are found,Always remember, DealsGoRound!

Thanks so much for playing!

Week Two / Day Six

18 Conclusion

Conclusion:

So, how did it go? Deal Wallet conversions increased measurably during the two weeks of the promotion and in subsequent weeks, prompting DealsGoRound’s Starrin Kinser to call the campaign a “very successful WalletPalooza.”

By the numbers:• The two-week WalletPalooza campaign provided the two biggest consecutive weeks of DGR certificate sales (YTD in 2011).

• DealsGoRound reached a record number of Deal Wallet account conversions during WalletPalooza: Fully 35% of all new accounts

linked their Deal Wallets – and that ratio set the gold standard for future Accounts-to-Deal Wallet conversions.

• Google’s first 100 results for the phrase “WalletPalooza” are attributed directly to DealsGoRound.

• The WalletPalooza campaign generated more than 100 new comments on the company’s social media pages, more than 150

likes on Facebook, and dozens of mentions on Twitter.

Starrin Kinser describes what may be the most valuable outcome of WalletPalooza:“WalletPalooza allowed us to personally create the elusive dedicated Brand Ambassadors. We were able to engage with new consumers who became dedicated DealsGoRound users, and who also evangelized our service to others through social media. Many have become our weekly-showcased ‘Dealaholics.’ Many of these users continue to engage with our brand months after the promotion through social media and active accounts.” A final thought, from DealsGoRound Founder Kris Petersen:“As a founder who took a startup from idea through inception, I often struggled to see the business from an outsider’s point of view. Through quantitative and qualitative measurements, Vis-à-vis Creative helped me take a giant step back and evaluate our value proposition, our messaging and interaction with customers. Their creativity and understanding of the marketing process helped us create the perfect messaging and truly unique experiences for our customers. I look forward to working with the Vis-à-vis team for many years to come.”