In order to promote the new release of Disney Pixar’s Cars 2 movie, Kimberly-Clark Corporation (KMB) plans to use CheckPoints LLC’s mobile shopping application as an innovative marketing strategy.
Based in California, CheckPoints is a mobile shopping app that rewards shoppers immediately for the products sold at the stores. Shoppers collect points as they scan featured items. CheckPoints can be redeemed over the phone for rewards like gift cards, airline miles, and gadgets. CheckPoints app is also available for free download from the Apple App Store and Android Market.
Accordingly, Kimberly-Clark has decided to team up with CheckPoints as part of an integrated commercial program to help drive shoppers into Walmart stores for the upcoming launch of Disney Pixar’s Cars 2.
Kimberly-Clark has tied with CheckPoints in such a way that when a shopper enters a Walmart location and “checks in” via CheckPoints’ app, he is directed to find Kimberly-Clark products carrying Cars 2 promotional stickers, which include Kleenex facial tissue, Pull-Ups training pants, Viva paper towels, Scott paper towels, Cottonelle bath tissue and Huggies diapers and wipes.
Further, the shoppers get to know about their Cars 2 premium rewards instantly after scanning. It has been designed in a manner that the more Kimberly-Clark products shoppers buy, the more credits they can redeem for premium Cars 2 items, such as die-cast Cars 2 vehicles or Cars 2 movie tickets.
Recently in May, one of the Kimberly-Clark’s brand – GoodNites – also announced the start of a promotional campaign wherein it is going to update the mothers of 4-6 year old kids on the usefulness of GoodNites brand underwear for tackling the problem of bedwetting at night.
As a part of the promotional campaign, Kimberly-Clark has used a TV advertisement as one of its marketing weapon. In the advertisement the growth of a child is depicted with visuals that show a child getting bigger overnight.
Kimberly-Clark offers brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend, and holds the leading position in more than 80 countries. However, the company faces intense competition from other well-established players in the industry, such as Procter & Gamble Co. (PG). Consequently, Kimberly-Clark is under severe stress to retain its outstanding operating performance.
Currently, we maintain a Neutral rating on the stock on a long term basis. Kimberly-Clark holds a Zacks #3 Rank, which translates into a short-term Hold rating.
