I just responded to a friend's Evite for a BBQ. (Jaime, can't wait!)
I've used Evite.com many times ...it's an easy tool designed to communicate an event, quickly, with a large group of people. I last used it a few months ago. This time, I found something new.
When I confirmed my RSVP, up popped a screen offering me a Pampers discount and free samples. Now, I'm no sucker (hell, I'm a marketer! I can sniff this stuff out because I DO this stuff)
...but every mom knows it's nice to save a dollar here or there on diapers - especially with #2 on the way. I even keep a special email address just for offers and coupons. Ann Taylor, Banana Republic, Gymboree, Pampers - these are the brands in my life, and they ALL send updates and discounts. So I clicked confirm. YES, send me a coupon. I know I'm going to get spammed, oh well.
From a targeting perspective, it made sense that I'd see a Pampers offer. My friend's evite said "bring the kids" and I also visit parenting websites - of course there are cookies throughout my machine indicating I have a child.
HOWEVER.
That one little click must have meant I was open to offers. Open any and all offers. The next 12 screens were additional offers that I skipped (click, click, click) from Vytorin, Betty Crocker, Homescape (click, click, click), Survey Monkey, Better Homes and Gardens, Ore-Ida (click, click, click). Needless to say, it became obnoxious. I kept going because I wondered how many I would see before it came to a conclusion. Answer: 12.
This is pay-per-click marketing gone wrong!
