{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

Drinks seller Thresher Group has reverted to last year’s highly successful discount tactic in a bid to boost Xmas sales of wine and champagne.

A similar 40%-off offer – which the company claimed was a costly error twelve months ago, but was actually a highly sneaky viral marketing trick – is now being promoted on its website.

Once again, it features printable PDF vouchers that can be redeemed in store, and according to The Independent, has “been widely emailed to UK consumers”.

But this time, the retailer hasn’t claimed that the offer was only meant for suppliers and staff members, or put out a warning that it faces financial meltdown now it has gone viral.

The last year has seen retailers' online discount campaigns continuing to be widely-distributed on the web, for both good and ill.

Online promotions have backfired on the likes of Littlewoods and Hamleys, but Malcolm Pinkerton of the British Retail Consortium told the Independent that viral email marketing had "proved successful for many" brands over the last year.

Meanwhile, a recent study by Kontraband estimated that viral marketing agencies experienced growth of around 60% in the first seven months of 2007, as well as a 67% increase in seeding campaigns, including discount offers.

If true, that could make viral the fastest growing area of the sector this year, according to our estimates.

Related stories:
UK portals to launch promotional network
Viral agencies claim 60% growth
Littlewoods hit by latest discount mishap


Published 30 November, 2007 by Richard Maven

529 more posts from this author

Comments (0)

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.