With Some Wind at Its Back, Loyalty Lab Looks for New Capital Infusion

Convincing online gamers to buy more hearts of romaine lettuce might sound like a tall order, but that’s what 7-year-old Loyalty Lab recently managed for client General Mills, through a partnership with social gaming giant Zynga. How? By smacking “Free Farm Cash” stickers on participating packages of General Mill’s Green Giant Fresh produce -- stickers that can be redeemed by Farmville users for five units of the game’s virtual cash currency. Indeed, in the promotion’s first five weeks, more than $100,000 of the units were redeemed by customers, who cashed in two coupons apiece on average. (The companies have limited the redemptions to three per user.)

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