Cinnabon worked with MomentFeed to increase customer engagement on Foursquare, Facebook, and Twitter from April to December 2011. Through venue optimization, monitoring engagement, and measuring marketing efforts, MomentFeed helped Cinnabon increase location-based social engagement by 671%. Key results included a 387% increase in Foursquare check-ins and a 1,600% increase in geotagged tweets. Successful campaigns, such as a charitable check-in promotion, further boosted engagement levels.

1. Increasing Customer
Engagement at the Point
of Sale with MomentFeed
Case Study

2. Objective: How could Cinnabon increase long-term customer engagement at the
point of sale on Foursquare, Facebook, and Twitter at a minimum cost?
Cinnabon Engaged MomentFeed to:
1) Register and Optimize all venues on
Foursquare and Facebook
2) Monitor customer engagement at the
point of sale
3) Measure the impact of location-based
marketing efforts

3. From April to December 2011, MomentFeed worked with Cinnabon to increase customer
engagement at the point of sale via Foursquare, Facebook, and Twitter by 671%.
MomentFeed helped Cinnabon...
Check-ins 387%
Check-ins 230%
Tweets 1,600%

4. The Cinnabon account comes online on April 8, 2011.
April May June July Aug Sept Oct Nov Dec
Tweets Facebook Likes
Facebook Check-ins Foursquare Check-ins

5. The data stabilizes between May and July, demonstrating average monthly growth
of 12.5% for Foursquare and 19% for Facebook.
April May June July Aug Sept Oct Nov Dec
Tweets Facebook Likes
Facebook Check-ins Foursquare Check-ins

6. In July, MomentFeed completes PinSync venue optimization for Cinnabon. This
increases engagement by 43% on Foursquare, 86% on Facebook, and 100% on
Twitter.
April May June July Aug Sept Oct Nov Dec
Tweets Facebook Likes
Facebook Check-ins Foursquare Check-ins

7. Data stabilizes in August and September, resuming previous growth rates at a new,
higher plateau of engagement.
April May June July Aug Sept Oct Nov Dec
Tweets Facebook Likes
Facebook Check-ins Foursquare Check-ins

8. Cinnabon launches a charitable check-in campaign with Operation Gratitude on
Foursquare in October ($1 donated per check-in), increasing check-ins by 122% and
Tweets by 113%.
April May June July Aug Sept Oct Nov Dec
Tweets Facebook Likes
Facebook Check-ins Foursquare Check-ins

9. Overall engagement falls slightly in the month following the campaign but remains
considerably higher than in the month prior. Facebook Page Likes increase by 113%.
The campaign has created a lasting impact on customer engagement.
April May June July Aug Sept Oct Nov Dec
Tweets Facebook Likes
Facebook Check-ins Foursquare Check-ins

10. Check-ins increase in December, likely due to seasonal purchasing trends, building on
the engagement plateau of October’s Foursquare campaign.
April May June July Aug Sept Oct Nov Dec
Tweets Facebook Likes
Facebook Check-ins Foursquare Check-ins

11. Cinnabon increased location-based social engagement through PinSync from
MomentFeed and successful LBS marketing experimentation.
Summary of Results
Key Monthly Stats
• Engagement plateaus can be From May to December
increased through venue management
and well executed marketing
campaigns. Total LBS Engagement 671%
• PinSync reduces friction for customer
Foursquare Checkins 387%
engagement, and creates higher
lasting engagement opportunities. Facebook Checkins 230%
- 43% Increase on Foursquare
- 86% Increase on Facebook Geotagged Tweets* 1,600%
• Successful campaigns can positively Facebook Place Page 128%
impact customer engagement both Likes**
during and beyond their end date.
- 102% Increase on Foursquare in * Measured from June to December. No prior data existed.
** Measured from August to December. No prior data existed.
month following campaign over
month prior to campaign

12. The lessons from Cinnabon’s success can be applied to other companies looking to
increase social engagement through location-based services.
Recommendations:
• Create a MomentFeed account
- Analyze base-line data and growth
• Optimize venues via PinSync
- Ensure that location info, including
latitude/longitude and address, is
accurate
- Identify and merge duplicate venues
• Use campaigns to engage customers and
reward check-ins
- Use A/B testing to identify successful
campaign types
- Experiment with a variety of specials
- Actively promote location-based
marketing campaigns
- Encourage sharing to increase reach