Client of the Month

IDEON

IDEON is a brand of the Exemplis Corporation, a leading U.S. manufacturer of contract furniture for commercial, healthcare, hospitality and office markets. IDEON’s business model is simple as they produce well-designed, durable, comfortable and affordable lounge seating, and tables for the contract furniture market. From upscale clean sophisticated looks to more casual, warm, and familiar feels, IDEON delivers the perfect fit without sacrificing aesthetics.

2009 has been a significant year for IDEON. At the beginning of the year they joined forces to deliver IDEON’s flexible designs with Maharam’s renowned upholstery portfolio. This partnership provided IDEON with fabric design offerings that are unmatched in the industry. In addition, they wanted to raise brand awareness of their Online Design Tool, which allowed designers to take creative control. To celebrate, raise brand awareness of the tool, and promote IDEON’s presence at the NeoCon trade show this past June, IDEON decided to give away 500 Maharam pillows. The give away was facilitated by Rhythm Interactive through their proprietary online sweepstakes platform.

The campaign leveraged IDEON’s in-house email list which included many of the top designers in the business. Emails were sent to all recipients inviting them to register to win a free pillow. A viral component provided each sweepstakes registrant with additional chances to win when they invited a colleague to participate in the sweepstakes, and the invited colleague registered. The system automatically tracked colleague referrals ensuring that referring colleagues received additional chances to win when invited colleagues registered.

The results of the campaign were fantastic as the conversion rate reached 42.4% and the average number of friends referred by each registrant averaged 3.6.