TOPS Markets, a regional grocery chain across upstate New York and Pennsylvania, asked SKM Group to help break through to younger shoppers concurrently staying relevant with changing technological mediums. TOPS was about to unveil their second chain-wide Monopoly-backed game promotion, distributing over $9 million in prizes to shoppers including a $200,000 mortgage and new cars.

In addition to the usual advertisements promoting this campaign, SKM, TOPS’ agency of record, tapped into the penetration of smartphones and growing awareness of QR (quick response) technology. Using in-store stanchions to display QR codes, SKM designed and built a mobile microsite to provide shoppers with a visual list of prizes, rules and an updatable list of 2010 and 2011 winners. Previously the list display was static. The new mobile option allowed SKM to update winners and provide content to explain the promotion and extend interaction with shoppers on their phones, their new comfort zone for consuming content.

In addition to the QR code introduction, SKM developed a mobile-specific website and launched a TOPS Facebook Page to attract younger, more tech-savvy shoppers. With Facebook’s changes, SKM designed and programmed a custom iframe to deliver TOPS most important messages on its Facebook Page.

QR code results continue to come in. TOPS welcomed the addition of emerging technology to its marketing strategy.