America Online is running a $30 million marketing campaign to promote its participation in Upromise’s loyalty program.
Earlier this month, AOL announced an expansion of its three-year-old partnership with Upromise, whose members earn cash for college savings when they buy participating brands (including McDonald’s, Coca-Cola, Kellogg and Procter & Gamble). Rebates are deposited automatically into a 529-college savings account.
Starting this month, AOL members get double credit when they register to link their AOL and Upromise accounts. About 1 million current AOL members have Upromise accounts. Needham, MA-based Upromise has 4.7 million members and 27,200 participating retailers (off- and online).
The May through June campaign includes TV, radio and print ads as well as P-O-P in a reported 11,000 supermarkets. Online, AOL runs banner ads and will use its Buddy Lists to let AOL members designate Upromise donations for a relative or friend via Upromise’s Family & Friends program.
Through May, Upromise CPG brands raised their contributions to 5% (from a range of 1% to 5%). And Upromise partner Citibank has increased its refund to 20% of eligible supermarket and drug store purchases via its co-branded Citi Upromise credit card.
A back-to-school flight is planned to follow the $30 million spring push.
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