Cinnabon saw a 671 percent increase in consumer engagement at the point-of-sale by incorporating foursquare, Facebook and Twitter into its marketing mix.

The company worked with MomentFeed on the marketing campaign. Consumer engagement was measured across Facebook, foursquare and Twitter.

?Cinnabon's objective was to increase long-term customer engagement at the point-of-sale ? engagement on mobile at the location level ? across all the major platforms such as Facebook, foursquare, and Twitter at minimum cost,? said Rob Reed, founder/CEO of MomentFeed.

?So the strategy we came up with was to make sure all of Cinnabon's 400-plus United States locations were registered with proper venue information and then run one check-in campaign,? he said. 

?First, we used our proprietary PinSync solution to optimize all venue information on Facebook and Foursquare to correct inaccurate geocodes, remove unauthorized duplicate venues and update address information, formatting and branding where needed. Virtually all multi-location brands are challenged with these venue information issues, and we know that increasing customer engagement at the point of sale starts with optimizing venues.?

Cinnabon serves fresh, oven-hot cinnamon rolls, as well as a variety of other baked goods and specialty beverages. The company operates more than 800 franchised locations worldwide, such as shopping malls, airports, train stations, travel plazas, entertainment centers, academic institutions and military establishments.

The MomentFeed platform lets companies measure consumer engagement activity and sentiment at the point-of-sale.

Mobile strategy
Cinnabon?s worked with MomentFeed to register and optimize its venues on Facebook and foursquare.
The company also wanted to measure the impact of its location-based marketing efforts.

Cinnabon also used PinSync to merge duplicate venues, adjust inaccurate geocodes, correct address information and update venues with consistent branding.

A month after using PinSync, Cinnabon saw engagement at the point-of-sale increased by 43 and 86 percent on foursquare and Facebook, respectively.

Additionally, the company launched a charitable check-in campaign with Operation Gratitude on foursquare where $1 was donated per check-in.

?Customer engagement increased immediately after the venue optimization was done with PinSync, which proved that customers simply wanted to engage all along,? Mr. Reed said. ?Part of the job is just to make it easy for customers to engage.

?The check-in campaign was also compelling to customers, largely due to its charitable nature,? he said. ?The $1 donation incentive proved to resonate, as check-ins alone increased by 122 percent during the month of the campaign.

?Also, by running a check-in campaign, you're signaling that you're listening to your customers, which goes a long way.?

Word of mouth
To get the word out about the campaign Cinnabon did some media outreach and promoted its check-in campaign, as well as leveraged the company?s social media channels such as Facebook and Twitter.

?It is also worth noting that venue information issues undermine search and discovery, so by just optimizing the venues, Cinnabon was able to let more customers know how and where to engage,? Mr. Reed said. 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York