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How to activate a viral coupon

Dick's Friends and FamilyDick’s Sporting Goods sponsors my kid’s basketball league. It’s great exposure, but these sorts of promotions don’t always translate into specific action or word of mouth.

A team sponsorship is great because it connects your brand to a network of people who share the information with each other. But you need to take the extra effort to activate the word of mouth. Add in:

  1. Pass-along items: Information or offers specifically designed to be shared with the group (like this friends and family offer for the team)
  2. Talkers: People who will start and spread the conversation (like the league treasurer who emailed it on to the coaches who passed it on to the parents)

Best part: This kind of promotion was super easy and reached active buyers within minutes.

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