How Grabbon uses Social Influence Marketing

While checking out Facebook today I noticed an ad for Grabbon (facebook ads are definitely getting better). Curious about the deals they are offering in Bangalore, I decided to check it out.

The How Grabbon Works Page says “Grabbon's mission is to help you find awesome things to do around your city without emptying out your wallet. Leave it to us to find exciting things to do and see amazing discounts off the original price.”

Grabbon seems to have some good deals to offer especially for food. But getting the deal isn’t as straight forward as it seems and therein lies it power.

So let’s break that down - Grabbon offers an exclusive deal every day. If you like the deal you book it by paying a small token amount. However doing this does not mean you get the deal. The deal has a minimum requirement of bookings and only if that requirement is met will you get your coupon. If the minimum number is not reached your amount is refunded.

The key to Grabbon’s success will lie in this minimum requirement. Imagine that they are offering a deal that you really want and that deal requires 10 bookings. At this point, at some level, Grabbon and you have the same need (10 bookings). To get your deal you will pass the information onto your friends and influence them to buy it too. This is where the message goes viral.

Grabbon's deals are an excellent example of social influence marketing. Everyone benefits, it’s a win-win - the restaurant gets a lot of mentions, Grabbon the traffic and you the coupon.

Have you seen any examples like it? What do you think of Social Influence Marketing? Have you noticed it in your day-to-day life?