Kangaroo Express, a convenience store chain, runs a highly successful annual summer promotion called ROO Cup that offers customers refills for $0.25 if they purchase a special cup for $6.99. To drive awareness and participation in the promotion, Kangaroo Express implements an integrated digital marketing strategy using Offerpop campaigns and content across their website, email, social media, and in-store. This increases new followers on social platforms by over 40%, email subscribers by 25%, and website traffic by 46% while reducing costs. User-generated content submitted through Offerpop further engages customers and converts the website into a social hub reflecting customers' experiences.

1. Case Study:
Kangaroo Express

2. Key Channels:
Case Study: Kangaroo Express
2 | Offerpop | © 2014
Quick Look
Industry:
Convenience Store
Chain
About Kangaroo Express
The Pantry is the leading convenience store operator in the
southeastern United States serving customers at more than 1,500
locations in 13 states. Kangaroo Express is The Pantry’s primary
operating banner, offering fresh foods for breakfast, lunch and snacks.
Solution
Our main marketing push each year is our ROO Cup promotion - we
have a massively loyal customer base for this program that you wouldn’t
believe. ROO Cup is our way of officially kicking the summer off for our
fans. Customers can buy a special edition ROO Cup for $6.99 and re-
ceive unlimited fountain and frozen drink refills for $.25 through the end
of September. It’s a phenomenal deal and resonates exceptionally well
with our customer base. It enables us to reward our customer loyalists
and drives a substantial amount of traffic to stores over the course of
five months.
One month prior to this promotion, we start posting offer
teasers to our customers throughout our digital channels that
allows customers to reserve their ROO Cup. They can sign up to
receive their ROO Cup one week earlier than the general pub-
lic by providing us their information. To run this promotion, we
launched an Offerpop Sign Up campaign on Facebook for our
fans provide their name, email, zip code, birthday and mobile
number for deal alerts (optional), opt-in to monthly newsletter
updates (optional) and acknowledge the contest’s Official Rules.
Increase brand awareness
and drive adoption for
annual summer marketing
campaign
Develop an integrated
digital marketing strategy
that drives in-store sales
Cultivate customer loyalty
and reward brand fans
Goals
Website, Email,
in-store promotion, mobile app
- Drew Piland
Digital Marketing Manager | Kangaroo Express
We created an integrated digital marketing strategy to unite our website, email
marketing and social media tactics with our in-store promotion to increase our digital
footprint and enhance sales.
Products:
Offerpop Campaigns
(Sign Up, Referral), Offerpop Content

3. Case Study: Kangaroo Express
3 | Offerpop | © 2014
Once users completed the form, they received their ROOservation con-
firmation through a customer email template we created. In addition, we
launched a Referral campaign so customers could send promotions to
their friends and families to sign up. We also let people sign up through
email and our mobile app to increase customer participation across digital
channels.
Following the initial launch, we revitalized and continued to drive additional
sign ups with paid sponsorships. We publicized our promotion with spon-
sored posts on Facebook - in part to address Facebook’s declining organic
reach - and sponsored tweets on Twitter. These promotions performed
very well and helped us increase awareness of our promotion. For exam-
ple, one of our Facebook promoted posts received a CTR of 10.453% at
$0.04 per post engagement, resulting in 4,500+ website clicks, 1,350
post likes and 470 post shares.
This promotion is a great way to rally our customer base and it’s also an
opportunity to promote additional in-store purchases to go along with
their drinks. We tie in this offer with additional products in our ROObin
- endcaps with salty snacks and treats. This promotion is a key driver to
cross-selling additional products in our store.
During the implementation of this process, we listened to customer
feedback from last year and simplified the process. This resulted in
fewer issues with filling out the form and also allowed us to increase
ROOservations by 13% while reducing our overall digital expenses.
Following the launch of this promotion, our customers started sharing
thousands of pictures and tweets about their ROO Cups across different
social networks with the hashtag #ROOCup. We wanted to give our
customers a way to share their ROO Cup pride and be featured on our
website. We also needed a way to capture all of this content and these
conversations, but it’s really tedious and inefficient to search for all of this
content across different social networks.
As a marketer, I needed a simpler way of managing all of this content. High-
lighting real customers participating in our campaigns and sharing
their experiences is a compelling, authentic form of marketing and
a great way for us to connect with our customers on a more per-
sonal basis. It also gives us a quick source for customer content to share
throughout our channels.
Referral Campaign creative
Sign Up Campaign creative
Offerpop Content submissions

4. Case Study: Kangaroo Express
4 | Offerpop | © 2014
Before posting content to our website, I moderate all of the submitted pic-
tures, videos and tweets through the Offerpop dashboard. It’s really quick
and easy to moderate content, which makes it possible to keep our content
fresh and up to date. Of the thousands of entries we’ve received, only a few
have been rejected.
To build upon our digital engagement strategy, we launched a Caption Con-
test campaign for our fans to nominate their hometown heroes - such as
firefighters, police officers, paramedics - to win ROO Cups for their units.
Fans sent in their nominations and shared stories about why their heroes
should win cups. It’s a great way to engage with our customers, highlight
their positive stories and give back to the community.
We monitor performance of our campaigns through Offerpop’s analytics.
We’ve found that our digital strategy is making a significant footprint by
helping to drive our annual promotion with new and existing customers,
while also creating closer relationships with our customers. Our customer
acquisition and engagement plan is a key strategy that drives in-store pur-
chases and customer loyalty.”
We launched Offerpop Content to collect,
manage and display all of the user-gener-
ated content from our brands fans in one
central place - our website. Customers add
#ROOCup to their pictures and videos tweets
from Twitter and Instagram, and we moder-
ate all of the content before it posts to our
gallery.
Our customers’ pictures and tweets have
transformed our website into a social hub
with authentic conversations and content
that reflects our customers’ experience and
excitement for our promotion. We’ve united
conversations and content from across the
social web to capture customer enthusiasm
around this promotion and shine a light on
our loyal customer following.
As a surprise for our customers, we pick a
weekly winner for our ‘random acts of ROO
Cup’ loyalty program. We send customers a
surprise gift card as a thank you for sending
in a great comment, picture or video for our
website and post pictures of our winners
on our website to highlight our loyal fans.
Plus, we send automatic responses to thank
customers on the social network where they
submitted their entry and share a link to the
gallery so they can see it for themselves.Offerpop Content submissions on Kangaroo Express website
Hometown Heroes submission
Lacy Granthem Acy
Pearl Police Department- Pearl, MS. These men and wom-
en work countless hours keeping our streets safe. They
often miss holidays, birthdays, anniversaries, and baseball
and soccer games. They go above and beyond the call of
duty each and everyday. They deserve it!!!
128votes

5. Case Study: Kangaroo Express
5 | Offerpop | © 2014
Results
Quick Tip
“The most successful digital marketing cam-
paigns are grounded in customers’ real needs.
For Kangaroo Express, our customers rally
behind our ROO Cup promotion every year.
Our entire company joins together to pro-
mote this campaign. Every year we inject new
life into this promotion with creative twists as
a way to keep surprising our customers. This
approach helps us create better customer
experiences and improve our business by
engaging, guiding and rewarding our brand
loyalists across digital channels.”
- Drew Piland
Digital Marketing Manager | Kangaroo Express
SIGN UP
New Followers
Gained:
550+
Increased
Facebook fans
41%
Increased
Twitter followers
19.1%
Increased email
database
24.85%
Increased
website traffic
45.59%
Offerpop
helped us increase
fan and email acqui-
sition as well as our
annual ROO Cup
sales promotion at
a savings.
- Drew Piland
Increased web traffic to roocup.com during
promotional period
Converted website into integrated social hub with 2,000
pieces of social content submitted within the first month
(photos, videos, tweets)
OFFERPOP CONTENT
Entries with
100+ votes:
200
CAPTION CONTEST
New Fans
acquired within
one week:
600+
Offerpopenablesmarketerstorundigitalcampaigns,curateuser-generatedcontent,drive
e-commerce,andcapturerichconsumerinsightsfromsocialdata.Globalbrands,agencies
and fast-growing businesses rely on Offerpop to build awareness, engage audiences, and
drive real business value. Offerpop supports more than 10,000 organizations in over 100
countries and is a Facebook Preferred Marketing Developer, an Instagram recommended
platform developer, and a member of the Twitter Certified Product Program.
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