As CEO of CAMINTEL, a NYC-based start up, alum Camilo Sandoval (Indiana University, ’09) has successfully partnered with Post Foods in the deployment of ‘engagement marketing’ techniques at a Miami concert.
Engagement marketing (EM) seeks to extend the reach of traditional marketing, enabling sophisticated customer interactions ranging from targeted offers and point-of-sale transactions to social media tie-ins. Post Foods chose CAMINTEL’s NFC (Near Field Communications) technology to enable and connect with concertgoers via their smartphones, simplifying the event questionnaire process, free music download, and eliminating repetitive data entry. CAMINTEL’s platform enables a mobile engagement between concertgoers when they touch their smartphone on the “Descubre Mas!” call-to-action premium cards handed out to concertgoers.
The Miami event, featuring popular Venezuelan duo Chino y Nacho and broadcast by Univision and 98.3 Mix FM, formed part of an ongoing series sponsored by Post Foods brand ‘Honey Bunches of Oats’. It was Post Foods’ first experience with large-scale NFC deployment, and also the first known NFC concert activation event to take place in Miami. Rather than signing in, concertgoers with NFC-enabled smartphones were able to record their arrival by simply tapping their phones against NFC ‘tags’ at the entrances. Post Foods staff used CAMINTEL tags and secure cloud platform to aggregate and analyze data gathered from the concertgoers, enabling the company to deliver precisely-targeted follow-ups.
Sandoval says, “I am very excited to be part of this campaign with Post Honey Bunches of Oats and appreciate the cereal’s commitment to Latinos and their music. We’re proud of the performance of our proprietary NFC technology under demanding conditions, and we feel that the event showed a synergy between the objectives of Post Foods and those of CAMINTEL. We’re looking forward to developing this relationship over the months and years to come.”
As Hispanics are fast becoming preeminent drivers of growth and likely trend setters in the marketplace, CAMINTEL is committed towards connecting Hispanic consumers with the latest mobile technology in both Spanish as well as English, making our technology particularly well-suited for campaigns which target US Hispanics and Latin Americans. NFC supports a wider range of interactions than previous technologies like QR coding, offering marketers opportunities to connect with customers via social media platforms and to deliver coupons, promotions, event announcements and performer updates directly to customers’ phones.
Interested parties wishing to bring NFC capabilities to their own campaigns are invited to contact the CAMINTEL office or visit them at http://www.camintelgroup.com. Follow them on Facebook at http://www.facebook.com/camintel