Over the next few weeks, the Serve team is launching a pilot marketing campaign in Eugene, Oregon to help us take a look at how Serve is functioning “in the wild.” Through a series of programs, we’ll be testing some messaging with various customer segments, as well as seeing – in real time – how people use Serve in their daily lives.
So, why Eugene? Besides being the “tater tot happy hour” capital of Oregon (no small claim) Eugene was chosen because it is a dynamic community with representation from all of Serve’s target audiences. The University of Oregon is located in Eugene (go Ducks!) and the student body is a large part of the economy in the community. The city has a strong base of technologically savvy residents, and there is an intense support for local businesses. Eugene also seems like a generally outspoken place with residents willing to try new products and services, and we’re hoping they won’t be shy in telling us what they think about Serve.
The pilot kicked off on Monday with a Facebook app, titled “Pay Me Fool,” which is designed to address a serious social pain point…asking friends to pay you back. Facebook users can open the app, customize it, and send a friendly reminder to anyone who “owes” them money. A character lands on their friend’s wall with a short message from Serve to “Pay Me Fool” – the user and the recipient can then get more information about Serve via the Facebook page or on Serve.com. Check it out here.
From April 23 until May 14, the Serve team will also be onsite at Eugene’s largest local market, the famed Saturday Market, educating people about Serve and providing customers with $10 incentives to register for an account, which can then be used at the market. By integrating the platform into a generally cash-dominant area, we hope to provide a great alternative to these customers, as well as pump a little well-deserved cash into a local micro-economy.
Finally, we’ll be partnering with some local Eugene charities to support their donation drives via the Serve charity widget and a few small event sponsorships… More to come on that front soon.
We’re loving the Eugene community and are looking forward to learning a lot during this pilot. Stay tuned – we’ll be posting more updates from Eugene next week.
Consumer Marketing, Serve