Kaiser Permanente

Kaiser Permanente serves as a good example of a brand registration incentive, leveraging Neurotic Media’s technology-enabled services to produce a campaign that communicates great value about the brand and offers users a strong incentive with a call-to-action.

Opportunity

Kaiser Permanente sought to incentivize current and prospect members to register at kp.org as part of their customer relationship management outreach.  In order to increase participation ratios in this outreach program, KP sought to leverage music as a motivator, realizing that it is an entertaining medium that communicates great value about their brand.  KP needed a solutions provider that could deliver the needed licensed catalog, technology, and technology-enabled services to support the initiatives, while aligning with KP’s rigorous brand standards.

Solution

Neurotic Media was selected as the digital expert to support the campaign.  Neurotic Media worked with KP Brand to design a fully-branded store, source the content catalogs, and merchandise the store according to Brand guidelines.  Moreover, Neurotic Media created “Digital Compilations” with themes that relate to KP’s brand personality.  With each consumer receiving 5 Credits per PIN code, Neurotic Media provided digital compilations with five songs per – as “Quick Picks”.  Neurotic Media also provided a custom integration layer for KP’s mass email system specifications.

Result

KP was able to launch the campaign in a timely manner with a very strong content offering, a fully branded solution and complete integration of unique PIN codes into the URLs sent in their email blasts.  Neurotic Media continues to provide PIN code lists on a regular basis for every outreach push, enabling KP to monitor the ROI accordingly.