Real-life swag campaign example: Peloton
October 9, 2018
You’re probably familiar with swag, but the notion of a ‘swag campaign’ might be slightly more foreign.
I’ve shared a few of examples in the past but wanted to highlight another real-life campaign from a very well-known company: Peloton. (Note: Peloton is not a Printfection customer as of this writing)
By now, the seller of uber-expensive, internet-connected stationary bikes has become near ubiquitous.
Peloton live streams cycling classes from their studio in NYC, allowing fitness enthusiasts around the globe to get a high-intensity workout from the comfort of their own homes.
So where does their swag campaign come into play?
It turns out our co-founder, Casey Schorr, is an avid user.
Casey recently completed his 100th ride, and received an email to join their “Century Club.”
Here’s what the email looked like:
We love it. Simple enough, right? Here we have a classic customer rewards swag campaign.
You incentivize or reward customers whenever they complete a milestone with your product or service.
In this case, they rewarded Casey’s consistent class attendance and usage of his bike with a swag gift.
They conclude the email with another CTA to share your achievement on Facebook.
It’s another one of the campaign’s strong points.
Encouraging customers to socially share their achievements, as they relate to your company, is a great way to generate more buzz for your brand.
Your best sales reps, after all, are your customers.
Similar customer swag campaign ideas
I’ve highlighted a few other ideas (see method #4 for using swag to drive revenue), but you could easily send a gift to a customer for completing their onboarding, or when they renew or upgrade.
You can also send swag gifts as a way of thanks for participating on a webinar or case study.
How Peloton could make their swag campaign even better
Peloton’s strategic “Century Club” rewards campaign is stellar, and there’s a few tweaks that could make it even more awesome.
Let’s explore how their swag gifting process worked.
In the email, they send you a code which you then have to copy:
Then you click on a link that goes to their store to get your shirt. You have to enter the code at checkout to cover the cost (shipping & handling is still on you).
Having to copy and paste the code here adds a bit of friction to the process.
The landing page is beautiful but could be a little more transparent. You have to select your size first in order to view stock.
In this example, only after clicking on a men’s small would the form reveal they’re out.
Some pointers on giving away swag
Make your swag giveaway as seamless as possible. As an example, Printfection’s platform lets you generate Giveaway landing pages you can brand with your company’s look and feel.
You can easily generate a unique URL for each landing page as well – so your recipients don’t need to copy and paste a promo code.
All sizes and stock are displayed on the main giveaway page. If something is out, you’ll see that right away.
Once you choose your item, you enter your shipping info, and you’re done.
Final thoughts on Peloton’s swag strategy
Peloton is an amazing company and growing like a weed — which they owe to a revolutionary product & service, as well as extensive marketing.
Strategic swag campaigns like this one can also go a long way in driving more value and brand awareness!
More swag campaign ideas
If you’d like to learn about some other ways to use branded merch, check out these 4 company swag ideas.
You can also read how Zeel, an app that lets you book massages on-demand right in your home or business, uses swag to increase signups by 10-15%.
Feel free to grab a demo of our swag management platform as well.
What swag campaigns have you seen in the wild? Let us know in the comments below.