Highwire is Trapeze’s new platform designed to support the development of innovative online promotions. Specifically, these are promotions where we are asking consumers to “sign-up” and provide some information about themselves, in return for something from the brand.
These promotions can serve a wide variety of marketing goals for brands. One of these goals consisting of a need to deepen consumer engagement, a tactic to gain consumers permission to communicate with them.
HighWire currently consists of these three core modules:
A request-based sampling application – where consumers sign-up to receive special trial offers of a product. Registrations are validated to ensure they meet the promotion criteria, and the number of requests can be capped.
A sweepstakes application – sweepstakes are contests where winners are selected by random draw. The module supports a variety of different draw types (i.e. single grand prize winner, weekly draws, grand prize and secondary prizes etc). Consumers can earn additional ballots for performing desired behaviors like referring friends or answering an additional questionnaire.
A request-based couponing application (coming soon) – this application allows consumers to print e-coupons once they’ve registered and signed up. The number of coupons printed can be capped. Each coupon can contain registrant information as a fraud prevention method. Coupons support industry standard barcodes and can also be sent to mobile devices.
Highwire is a software as a service application; all hosting is included in the solution. The platform can be easily themed and customized to the unique needs of each brand and each promotional campaign idea. It is also built using Responsive Web technology, so a single experience can be delivered easily across desktop, mobile and Facebook touchpoints.
Highwire is ideal for integration into Facebook tabs on a brand’s Facebook page. Registration forms can also use Facebook Connect to help the end consumer speed the process of data entry.
Finally, clients have access to all registration and user opt-in data through an easy to use admin interface.