Note: Descriptions are shown in the official language in which they were submitted.
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INTERACTIVE COMPUTERIZED METHODS AND APPARATUS FOR
CONDUCTING AN INCENTIVE AWP.RDS PROGRAM
Technical Field
This invention relates to the field of communication
systems and to the field of computer systems and more
particularly to a computer implemented interactive
promotional system which utilizes a communications system
for tracking and awarding promotional incentives.
Background cf the Tnvention
A number of crganizations such as credit card firms,
automobile manufacturers, rental car companies,
department stores, long distance telephone organizations,
financial institutions and others have offered a number
of different programs for promoting purchases of goods or
services. These have included discount offers for
certain catalog items, based on volume of activity in an
acccunt. Other promotional schemes have involved
discounts on goods or services offered by others. For
example, discount coupons have been offered for airline
tickets based on a minimum level of investment at a bank
or savings and loan. Similarly, holders of bank cards
have been cffered deeply discounted or free air travel
based on a certain level of activity using a general
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purpose charge card or have been credited with frequent
flyer miles based on activity in a charge card account.
U.S. Patent 5,025,372, issued on June 18, 1991 to
Burton et al. discusses the problems associated with
S administering promotional or incentive marketing programs
that utilize an award cf merchandise. In one form of
promotion, the incentive company has its own warehouse
facilities to store the merchandise. There are a number
of disadvantages of this approach. The incentive company
has to prepare catalogs, stock and distribute them. An
inventory of merchandise ties up the incentive company's
money. If the incentive company underestimates or
overestimates the demand for a particular item of
merchandise, either excessive delay will create customer
dissatisfaction or the incentive company must suffer the
loss associated with merchandise which does not move.
The approach proposed by Burton et al. to overcoming
these problems is to implement an incentive award program
using computer systems and to issue, instead of
merchandise, credit instruments which enable the
participant in the program to select a reward of their
own choosing.
U.S. Patent 5,297,026, issued March 22, 1994 to
Frank Kaufman discloses a computerized system which links
a high rate of return on invested funds to levels of
performance in the activity which the incentive awards
program is designed to motivate.
U.S. Patent 5,483,444, issued on January 9, 1996 to
Hindsman et al., discloses a computerized system for
providing incentives for travel agents and awards
cumulative credits to travel agents based on bookings of
travel related reservations.
In addition to the problems noted above, merchants
who sponsor an incentive awards program would like to be
freed of the administration of the redemption or
fulfillment processes. Some incentive award programs are
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subject to a type of fraud in which persons obtain
coupons without being bonafide purchasers of the goods or
services which are being motivated by the incentive
awards program. Those coupons, if redeemed by parties
who would otherwise not be entitled to do so frustrate
the underlying motivation of running an incentive awards
program.
Most of the incentive award programs do not permit
a sponsor or an administrator of such a program to gather
information about the customers. Further, it is
difficult to provide instant gratification to a
participant through an instant award. In addition, most
incentive award programs do not adapt to the level of
experience of the user, thus creating a monotonous
presentation for the customer.
Summary of the Inventicn
The invention discloses methods, apparatus, systems
and computer program products for overcoming the problems
of the prior art, addressed above.
In its most genera? form, the invention is directed
to an interactive platform with which participants in an
incentive awards program interact over a network. The
network can be any type cf network, such as a local area
network, a wide area network, a public communications
network, such as the Internet, an internal company
network such as an Intranet, a CATV network, or a
telephone network. In general, the interactive platform
is arranged to interact with program participants to
manage and administration the awards program in a way
which overcomes many of the problems of the prior art.
In one implementation, a peel open certificate is
provided for inclusion in packaging of items to be sold
or for inclusion as part of a display or for dispensing
at check-out by merchants dealing in the goods or
services to be promoted by the incentive award program.
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The inside of the certificate contains a telephone number
(preferably a toll free telephone number), instructions
for using the certificate and a certificate number which
is unique to each certificate. The instructions direct
a participant in the program to dial the toll free
telephone number where the user is prompted to enter the
ten digit telephone number under which the user desires
to register the certificates. A computer interfaces with
a voice response unit to handle the incoming calls
automatically. An entry is created in a database for
each user and the database entry is utilized to track the
awards for that particular user.
A particularly convenient type of award is an award
of free long distance telephone time. When a user
achieves sufficient award points, he is awarded, for
example, fifteen minutes of telephone time. To use that
time, the user calls the same telephone number dialed to
register the certificate and receives an indication of
his award balance and may redeem portions of awarded
telephone time by specifying a destination number to
which user desires to be connected. The computer causes
a connection to be established to the destination number
specified by the participant. The participant and the
destination number are then connected until the
conversation is completed or until the awarded time
expires. Conveniently, a warning may be given before the
allotted award time expires so the conversation may be
terminated gracefully.
The ordering of interactions between a participant
and a system changes from call to call under control of
a call flow table. Thus, different messages can be
played and different sequences of interaction with the
participant can be undertaken.
The invention relates to computer apparatus for
carrying out a promotional awards program, including a
processor, a memory medium accessible by the processor,
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and a database stored on the memory medium, the database
including information about participants in the program
and information about how calls from a participant will
be handled based on information about the participants.
A number of processes run on the processor. The
processes include, one to request the name and address of
a participant, one to provide awards to a participant,
one to redeem awards earned by a participant; one to poll
participants for gathering information and one to provide
messages to a participant. The processor is configured
to provide participants with awards in quantities and
value which are under the control of a sponsor of the
promotional prcgram. Awards can be delivered
electronically, such as awards in the form of long
distance telephone service and the electronic transfer of
cash or credits.
The invention also relates to a system for carrying
out a promotional awards program,. which includes a
network, a processor having a memory medium and a
database stored on the memory medium, connected to the
network, the database including information about
participants in the program and information about how
calls from a participant will be handled based on
information about the participants, and network devices,
connected to the network, for communications with the
processor.
The invention also relates to a method of awarding
promotional incentives to a participant by receiving a
communication from the participant, retrieving
information about the participant from a database based
on information contained in the communication, and
controlling interaction with the participant based on
information about the participant retrieved from the
database.
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The invention is directed to a method of awarding
promotional incentives to a purchaser in which a call is
received from a purchaser, a certificate number is
entered by the purchaser, and the award credits for the
purchaser are incremented, based on the certificate
number. One of the incentives is long distance
telephone time which can be redeemed by calling the same
number which the purchaser uses to enter a certificate
number and requesting connection to a long distance
number. A promotional incentive can also be a credit in
cash or cash equivalent or merchandise.
In one implementation, the calling number from which
the purchaser makes a call is identified automatically
and used to access the purchaser' s address in a database .
The purchaser's address is confirmed by generating a
vocal representation of at least a first few characters
of the address and generating a question to the purchaser
on whether the address is correct. In another
implementation, the purchases is asked to speak the
address to which the merchandise is to be sent and a
response from the purchaser is stored.
A certificate is used as part of some promotional
incentive programs. The certificate is a two piece
certificate which opens to reveal a certificate number
inside. A telephone number to call is also included
inside. Selected callers are awarded instant winner
award credits when they call.
The invention is also directed to a method of
changing interaction with a caller who calls a telephone
number as part of a promotional awards program, by
storing an indication of the number of times a caller has
called, and selecting interactions based on the number
using a call flow table.
The invention is also directed to a method of
awarding a prize to a participant as part of a
promotional awards program by storing an indication of a
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quantity of time to which a participant is entitled to
have access to long distance telephone service, and
providing access to the participant to a telephone line
having long distance access for a period of time not to
exceed the quantity of time.
The invention is also directed to a method of
awarding promotional incentives to a purchaser by issuing
certificates to participants upon purchase of goods or
services to be promoted, each certificate having a unique
identification, receiving a call from a purchaser
including the unique identification, and incrementing
award credits for a participant, based on the unique
identification.
The invention is also directed to apparatus for
awarding promotional incentives to a purchaser including
a CPU having digital storage, a voice response unit,
connected to the CPU and connected to a communications
medium, and one or more databases, stored in the storage,
containing participant information and information about
certificates provided as part of the incentives.
The invention is also directed to a system for
awarding promotional incentives to a purchaser including
a telephone system, a voice response unit, connected to
the telephone system, and a computer system connected to
the voice response unit for identifying a purchaser and
for awarding promotional incentives based on the number
of a certificate in the possession of the purchaser.
The invention also relates to a computer program
product including a memory medium, and a computer program
stored on the memory medium, the computer program
containing instructions for receiving a communication
from the participant, retrieving information about the
participant from a database based on information
contained in the communication, and controlling
interaction with the participant based on information
about the participant retrieved from the database.
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The invention also relates to a method of awarding
promotional incentives to a user, by loading an
interactive program, and while the user is running the
interactive program, connecting to an interactive
platform for providing at least one promotional incentive
to the user. The interactive program can be a game
stored on a CD-ROM.
The invention is also directed to computer program
products for carrying out the techniques of the
invention.
Still other objects and advantages of the present
invention will become readily apparent to those skilled
in the art from the following detailed description,
wherein only the preferred embodiment of the invention is
shown and described, simply by way of illustration of the
best mode contemplated of carrying out the invention. As
will be realized, the invention is capable of other and
different embodiments, and its several details are
capable of modifications in various obvious respects, all
without departing from the invention. Accordingly, the
drawing and description are to be regarded as
illustrative in nature, and not as restrictive.
Brief Description of Drawings
The invention will now be described with respect to
drawings, in which:
Figure 1 is a block diagram of an exemplary system
for carrying out the invention.
Figure 2 is a block diagram of an exemplary
interactive platform of the type shown in Figure 1.
Figure 3 is a representation of an exemplary smart
data base shown in Figure 2.
Figure 4 is an exemplary record layout of a
participant data base shown in Figure 3.
Figure 5 is an exemplary record layout of an award
data base shown in Figure 3.
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Figure 6 is an exemplary layout of a call flow table
data base shown
in Figure 3.
Figure 7 is an exemplary layout of a certificate
data base sh own in Figure 3.
Figure 8 is a representation of exemplary smart
processes us ed in accordance with the invention.
Figure 9 is a flow chart of an exemplary smart
poll
process used in accordance with the invention.
Figure 10 is a f low chart of an exemplary smart
talk
process used in the accordance with the invention.
Figures 11A and 11B are flow charts of alternative
smart Q & A processes' used in accordance with the
invention.
Figure 12 is a flow chart of an exemplary smart
win
process used in accordance with the invention.
Figure 13 is a flow chart of an exemplary smart
award proces s used in accordance with the invention.
Figure 14 is a block diagram of a specific system
using a telephone
network for
carrying out
the invention.
Figures 15A, 15B, 15C and 15D are front, rear,
inside left and inside right views of an exemplary
certificate in accordance with the invention.
Figure 16 is a flow chart of an exemplary Greet\PIN
(GP) module in accordance with the invention.
Figure 17 is a f low chart of an exemplary phone
card
program in a ccordance with the invention.
Figure 18 is a flow chart of an exemplary select
(SM) module in accordance with the invention.
Figure 19 is a flow chart of an exemplary
certificate number (CN) module in accordance with the
invention.
Figure 20 is a flow chart of an exemplary speak
balance (SB) module in accordance with invention.
Figure 21 is a flow chart of an exemplary award
redemption (AR) module in accordance with the invention.
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Figure 22 is a flow chart of a promotional message
(N)(n)) module in accordance with the invention.
Figure 23 is a flow chart of an exemplary polling
(P)(n)) module in accordance with the inventicn.
5 Figure 24 is a flow chart of an exemplary instant
win (IW) module in accordance with the invention.
Figure 25A and 25B are flow charts of an exemplary
name capture (NC) module in accordance with the
invention.
10 Figure 26 is a flow chart of an exemplary good bye
(GB) module in accordance with the invention.
Figure 27 is a block diagram of an exemplary
computer architecture of a terminal 140 shcwn in Figure
2.
Figure 28 is a flow chart of how an awards
interaction in accordance with the invention can be
initiated during execution of another program, such as
one running using a CD ROM.
NOTATIONS AND NOMENCLATURE
The detailed descriptions which follow may be
presented in terms of program procedures executed on a
computer or network of computers. These procedural
descriptions and representations are the means used by
those skilled in the art to most effectively convey the
substance of their work to others skilled in the art.
A procedure is here, and generally, conceived to be
a self-consistent sequence of steps leading to a desired
result. These steps are those requiring physical
manipulations of physical a_uantities. Usually, though
not necessarily, these quantities take the form of
electrical or magnetic signals capable of being stored,
transferred, combined, compared, and otherwise
manipulated. It proves convenient at times, principally
for reasons of common usage, to refer to these signals as
bits, values, elements, symbols, characters, terms,
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numbers, or the like. It should be noted, however, that
all of these and similar terms are to be associated with
the appropriate physical quantities and are merely
convenient labels applied to these quantities.
Further, the manipulations performed are often
referred to in terms, such as adding or comparing, which
are commonly associated with mental operations performed
by a human operator. No such capability of a human
operator is necessary, or desirable in most cases, in any
of the operations described herein which form part of the
present invention; the operations are machine operations.
Useful machines for performing the operation of the
present invention include general purpose digital
computers or similar devices.
The present invention also relates to apparatus for
performing these operations. This apparatus may be
specially constructed for the required purpose or it may
comprise a general purpose computer as selectively
activated or reconfigured by a computer program stored in
the computer. The procedures presented herein are not
inherently related to a particular computer or other
apparatus. Various general purpose machines may be used
with programs written in accordance with the teachings
herein, or it may prove more convenient to construct more
specialized apparatus to perform the required method
steps. The required structure for a variety of these
machines will appear from the description given.
Best Mode for Carrying out the Invention
Figure 1 is a block diagram of an exemplary system
for carrying out the invention. An interactive platform
110 is connected to network 100 for servicing
interactions with program participants over the network.
Such interactions can arrive over the network from
computer terminals such as terminal 140 shown in Figure
1, from telephones such as shown in item 130 of Figure 1
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or over gateways 120 to other networks. Communications
can arrive from program participants over any type of
network. Examples of networks suitable for use with the
invention include a local area network, a wide area
network, an Internet, and Intranet, a telephone network,
or a CATV network.
Figure 2 is a block diagram of an exemplary
interactive platform of the type shown in Figure 1. The
interactive platform includes a processor 200 coupled to
a network over communications interface 210.
Communications interface 210 is typically a
communications board connected to the bus of the
processor. A smart data base 220 contains the
information needed to administer the awards program in
accordance with the invention. Smart processes 230 are
selectively executed as described more in detail
hereinafter.
Figure 3 is a representation of an exemplary smart
data base shown in Figure 2. The smart data base, in
reality, consists of a plurality of data bases. It
includes a participant data base 310, an award data base
320, a call flow table data base 330 and a certificate
data base 340. Typical or exemplary record layouts for
these databases are shown respectively in Figures 4, 5,
6 and 7.
Figure 4 is a representation of an exemplary field
layout for a participant database stored on the CPU in
accordance with the invention. There is a record kept,
for example, in the format shown in Figure 4, for each
participant in the incentive awards program. The
database is keyed to a personal identification number 410
which, in a telephone network environment preferably
consists of the area code and telephone number or user of
the participant. In a computer network environment, a
user network address would be preferred. Field 415
contains an indication of the number of times a
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participant has called or connected. Field 420
constitutes an accumulated total of the credits available
for use by the participant. This field is incremented as
awards are received or as award certificates are reported
to the system and is debited when awards are redeemed.
Field 425 and 430 represent respectively the date of the
first time a participant called and the date of the last
call from a participant. Field 435 contains address
information for the participant, which is selectively
collected, preferably when needed to send an award.
Field 435 contains as a sub-field, separately accessible,
a zip code field which, if no address is present, is set
equal to all zeros. When address information is
gathered, the zip code f field is changed to the actual zip
code. Field 440 contains a number of minutes of free
long distance phone time available to the participant as
the result of redeeming awards. Field 445 contains a
number indicating the number of award credits that can be
instantly won the next time a participant is identified
as an instant winner. This number may be zero, in which
case no credits are awarded or it may be or contain a
non-zero number to be added to the credits available when
a participant is an instant winner upcn call in. The
algorithm providing the number for filling in this field,
can be adjusted to provide a desired statistical level of
instant winners by changing the frequency with which
zeros are inserted in this field. Field 450 is a count
of the number of times a participant has won an award.
Field 455 represents other information fields such
as the number of times a participant has redeemed award
credits for awards or fields related to demographic
information about the participant.
Figure 5 illustrates a layout of an exemplary award
level table in accordance with the invention.
The award level table basically associates the
credits required to earn an award with an award code and
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a description of the award. The credits required are
shown in field 500. The award code is shown in field of
510. A reference to an award description file is shown
in field 520. Field 530 specifies whether or not it is
necessary to have the address of the participant for
purposes of sending the award.
Figure 6 illustrates a layout of an exemplary call
flow table in accordance with the invention. A number of
calls is shown in column 600 and associated with each
particular number is a listing of a set of modules which
specify the order in which interactions with the
participant occur. There are, for example, ten basic
types of modules shown in this example although some
modules exist in a variety of versions which can be
specified by an index. Those modules are:
MODULE NAMES NAME OF THE MODULE
GP Module Greet\PIN
SM Module Select Menu
CN Module Certificate Number
SB Module Speech Balance
AR Module Award Redemption
M(n) Module(s) Promotional Messages)
P(n) Module (s) Polling
IW Module Instant Win
NC Module Name Capture
GB Module Goodbye
The modules are discussed more in detail in a
telephone embodiment described more in detail hereinafter
The entries shown in column 610 of the call flow table of
Figure 6 utilize the abbreviations above.
Although the call flow table shown in Figure 6 is
illustrated as responding to the number of interactions
represented by a particular call, the particular sequence
of modules invoked can be a function of other
information. For example, particular sequences can be
utilized which are specific to the manufacturer of a
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product or the provider of a service being promoted as
identified by the source field of a certificate data base
entry, discussed hereinafter. Other customized sequences
of modules specified in a call flow table can be
5 specified by information from the participant data base,
other than the number of the call. However, it is
convenient, particularly in the early interactions of a
participant with the interactive platform to specify a
call flow sequence based on the number of times the
10 participant has called or connected to the platform.
Figure 7 is a representation of an exemplary field
layout for a certificate database in accordance with the
invention. A record is kept of each certificate. The
records are keyed by certificate number (field 710).
15 Field 715 is used to indicate that the certificate has
been used, that is, reported by a participant and
credited to the participant's account. Field 720
indicates the number of credits of the award value
associated with a particular certificate number. Field
725 indicates a product code such as the universal
product code associated with the product for which the
certificate was issued. Field 730 indicates the source
from which the certificate was received by the
participant, such as the distribution chain or merchant
through which products having the product code are
distributed.
The source field 730 is particularly useful because
it allows great flexibility in identifying the origin of
the product involved in the promotion. Such a field can,
and will, of course, identify a manufacturer or producer
of the goods or services. In addition, it can identify
divisions or manufacturing facilities, stops along the
chain of distribution, the store or service facility from
which the product or services originated and, under
certain circumstances, even the employee who accounted
fcr the sale. By appropriately controlling the printing
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and distribution of the coupons or the certificates, a
great deal of information about how a particular product
or service got into the hands of a purchaser can be
gathered.
S Figure 8 is a representation of exemplary smart
processes used in accordance with the invention.
The smart processes 800 include generally,
particular types of functionality which can be
selectively activated as part of an overall interaction
sequence to carry out an award or promotional program.
For example, smart processes 800 include a smart poll
capability 810, a smart talk capability 820, a smart Q &
A capability 830, a smart win capability 840, and a smart
award capability 850. Each of these is discussed in
greater detail in connection with Figures 9, 10, 11A and
11B, 12 and 13, respectively.
Figure 9 is a flow chart of an exemplary smart poll
process used in accordance with the invention. A typical
polling sequence may contain a plurality of queries.
However, a polling sequence is preferably restricted to
a relatively small number of queries. The process is
invoked by a call from the call flow table which may be
accompanied by state information such as the number of
the interaction with the participant and the participant
identifier (900). With the participant identifier, the
participant information may be retrieved from the
participant database (910) and a particular poll query
selected based on state information and/or previous
responses by the participant and the query is sent to the
participant (920). In a telephone environment, a voice
response unit may generate the query in audible form for
presentation to the participant. In a computer network,
the query may be sent as a short message . A response
from the participant (930) is stored in the participant
data base and a check is made to determine whether the
number of queries posed is greater than N (940). If it
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is not, additional queries are selected (940-N), whereas
if the number of queries posed exceeds N, (940-Y), the
process returns (950).
The smart poll process permits very individualized
customization of polling queries directed to a program
participant. As the participant's record in the
participant data base evolves with more and more
information, that information can be used to control the
presentation of information to a participant to feature
certain products to which the participant may be
considered receptive given the demographic information
captured about the participant during the polling
process. For example, if, in response to a polling
question, a participant indicated that he had no
children, then any subsequent questions relating to
children or children's products would be excluded from
presentation to that participant, whereas participants
with children would receive such queries. The selection
of queries can be a simple if/then/else table in a simple
embodiment or can utilize artificially intelligent
techniques for selecting polling questions to pose to a
participant. What is particularly useful is that, as the
participant information in the participant data base
record evolves, the type of queries presented to the
participant change as well.
Figure 10 is a f low chart of an exemplary smart talk
process used in accordance with the invention. The
purpose of the smart talk process is to permit a variety
of messages to be played to a participant during the
interaction with the interactive platform.
The processes invoked, typically, by a call from the
call flow table passing state and participant information
as previously described (1000). The participant
information is retrieved from the participant data base
(1020) and a promotional message to be played selected
from the pool of messages based on participant
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information and state information (1030), the message is
played or sent to the participant (1040) and the process
returns.
Thus, whereas the smart polling process gathers the
information for about the participant, the smart talk
process utilizes that information to select the
particular promotional message to play for the
participant based on the information recorded in the
participant data base and state information.
For example, if the participant data base indicated
that there was a baby in the house under 6 months old, in
response to a poll query, a different promotional message
for baby food would be played than if the baby were 24
months old. Thus, the promotional messages provided to
the participant can be specific to the participant's
circumstances.
Figures 11A and 11B are flow charts of alternative
smart Q & A processes used in accordance with the
invention. The purpose of the smart Q & A process is
principally to obtain name and address information from
a user. It is used more commonly in the telephone
network environment, although it would also be utilized
in an integrated network. Figure 11A depicts a process
which is designed to permit a verbal statement of the
participant's name and address to be captured and
incorporated into the participant data base. The process
begins with a call from the call flow table (1100) and a
participant is asked to provide his or her name and
address (1110). The verbal response from the participant
is recorded (1120) and, played, at a later time, for an
operator to transcribe into the participant data base
(1130) and the process returns. The recording and
playback, of course, could be omitted if an operator were
available to take the infcrmation live.
Figure 11B represents a more sophisticated version
of the flow chart of the process described in the flow
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chart of Figure 11A. When the process is activated by a
call from the call flow table (1145), the interactive
platform retrieves the name and address of the
participant based on caller ID information by, for
example, dialing up an information service (1150). When
the participant is asked for his or her name and address,
it is optionally recorded and compared with the name and
address retrieved from the information service. If they
are identical (1160-Y), the information retrieved from
the information service is stored in the participant data
base (1170) and the process returns. If there are
variations, such as a change of name or zipcode (1160-N),
the information received from the information service is
edited (1165) and the revised version is stored in the
participant database (1170) and the process returns. The
recording of the response can occur in either analog or
digital form. The use of name and address information
retrieved from an on line service reduces the service
time required of an operator because the operator need
not manually type in the information.
A particularly powerful use of this capability is
found under the circumstance when a sponsor of a
promotional program wishes to identify his "good
customers." A good customer might be defined as a
customer who has made three purchases of a particular
type in the last thirty days. By invoking the name and
address capture routine of Figures 11A and 118, only for
those participants who have registered certificates for
the three purchases in question within thirty days, the
sponsor of the program can receive a list of names and
addresses which contain only those customers who have
made such purchases. In the prior art, a sponsor of a
program was limited to either capturing everyone's name
and address, or no one's. This permits the name and
address capture to be customized to the needs of the
particular sponsor. As a result, since the cost of
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direct mailings is very high, the sponsor can customize
a mailing to only his best purchasers, however the
sponsor may define that term. As a result, a sponsor
will not waste resources in conducting a direct mailing
5 to customers who might not be responsive to his
entreaties.
Figure 12 is a flow chart of an exemplary smart win
process in accordance with the invention.
As with the other processes, the smart win process
10 begins with a call from the call flow table (1200)
passing state and/or participant information. In this
case, it may also pass certificate information such as a
certificate ID (1210). With certificate ID information,
certificate information from the certificate data base
15 may be retrieved. A particular award algorithm is
selected (1220) based on certificate information and/or
participant information as discussed more hereinafter.
If the participant is a winner, the award amount is
credited (1230) and the process returns. The function of
20 the smart win process is to make awards to certain
participant in a controlled manner.
A number of award algorithms are selectively usable
in accordance with invention. The first award algorithm
is a simple, random selection algorithm. Each user who
interacts with the interactive platform essentially
engages in a lottery with a controlled probability of an
award determined by a random or pseudo-random process.
For example, a random algorithm may be utilized to
randomly select a winner with a parameter driven
probability of success of, for example, 0.01. Thus, one
out of every 100 participants connecting to the
interactive platform would be an instant winner using
this type of award algorithm. Such an algorithm can
simply involve a random number generation within a range
of values with only one or more values constituting a
winning situation.
CA 02302820 2000-04-11
21
A second award algorithm that is selectively
utilized involves selecting every tenth interaction with
the interactive platform for an award. Thus, the arrival
of a connection from a particular participant serves as
a selection variable and if .he arrival is an Nth
arrival, it is rewarded. One can spread out the levels
of awards so that, although there is an award with an Nth
interaction, higher level awards occur, for example, at
every 5Nth interaction.
A third category of award algorithms involves a
control constant win algorithm based on, for example, a
certificate, such as one described in conjunction with
Figure 15A-D hereinafter. An algorithm of this type
permits a sponsor of a promotional program to control the
winning process in a way which permits award expenditures
to be kept within budget.
One form of a control constant win algorithm is
based on the source field of the certificate as contained
in the certificate data base described previously. Thus,
every Nth interaction for a participant engaging in a
transaction with a particular source might be rewarded.
Since a sponsor might be more interested in the
quantity of goods sold or ordered rather than in the
number of interactions, another control constant win
algorithm involves rewarding every interaction which
accumulates a quantity of goods ordered or purchased that
exceeds a particular threshold. Thus, if a wholesaler
wished to reward a customer who purchased over ten cases
of goods, the aggregate orders would be accumulated,
based on certificates, until the threshold was exceeded,
at which time the award would be made. Thus, a customer
who ordered ten cases of goods on ten different occasions
would be rewarded equally with one customer who ordered
ten cases of goods on one occasion.
A third control constant win algorithm involves
guaranteeing a particular prize to a particular source.
CA 02302820 2000-04-11
22
As indicated above, the source field of a certificate
data base can identify a manufacturer, a step in the
distribution chain, a retailer, a store of a particular
retailer, or whatever 1 evel of detail may be required for
a particular award prcgram. A particular sponsor may
wish to guarantee a prize to a particular level of the
distribution chain. For example, it may be that a
sponsor of a program may wish to ensure that a first
prize is awarded in each and every store of its retail
outlets. This type of award algorithm can be achieved
using the source field of the certificate data base.
In another control constant win situation, an
interactive game, such as football, might be undertaken
to hold a participant's interest in the interactive
process. For example, a football game might involve a
selection on the part of a user of whether, for a
particular down, a football team should punt, pass or
kick. The user would select which option. However,
there would be a winning and a losing version of each
choice available to the user. The number of winning
versions would be determined in a manner which would be
consistent with controlling a prize budget. However, the
user selection would still provide the excitement of a
play description in which his selected option would be
executed.
By using the source field of a certificate, expected
wins can be spread across a distribution channel in
whatever manner desired.
Figure 13 is a flow chart of an exemplary smart
award process in accordance with the invention. During
a participant interaction, a participant will be offered
the opportunity to select award redemption. When the
participant selects award redemption (1300), the
participant information is retrieved from the data base
which includes information about awards previously
received (1310) . A participant is notified of the prizes
CA 02302820 2000-04-11
23
available for the cumulative value of awards the
participant has received (1320), and the participant
selects a prize, if the participant so desires (1330) .
The award credits for a participant are then adjusted for
the redemption (1340) by reducing the award credits
available in the participant data base for the
participant. The prize selected by the participant can
be instantly delivered if it is an electronic prize or,
physically delivery of a physical prize can be scheduled
(1350), and the process returns.
There are many types of electronic prizes which can
be delivered on-line. As illustrated more, hereinafter,
in the detailed example, a prize can be a certain ::umber
of minutes of long distance telephone time.
Alternatively, an electronic prize can be an electronic
transfer of digital cash cr an electronic transfer to a
banking institution of the user's selection. There are
other types of prizes which can be delivered
electronically. For example, in a CATV system
environment, the behavior to be rewarded might be usage
of a certain number of pay-per-view programs and the
reward for the desired behavior of using a certain number
of pay-per-view programs would be a credit against the
next month's CATV bill or a free premium channel for a
period of time, or a free pay-per-view event.
As can be seen from the description of the
interactive system described to this point, great
flexibility is available in putting together an award
program which can meet almost every need of both a
sponsor of such a program, and of a participant. The
individual processes described above, can be put together
selectively to achieve a customized response for any
particular sponsor or for any particular system
environment.
Figures 14 - 26 will be used to describe a
particular application in more detail showing how the
CA 02302820 2000-04-11
24
functionality of individual smart processes is combined
with the information contained in the smart data base to
carry out a particular promotional program. In the
example set forth in Figures 14 - 26, the network is a
public switch telephone network and the interactive
platform provides the appropriate interfaces to that
network.
Figure 14 is block diagram of an exemplary system
useful for carrying out the invention in this particular
application. As shown in Figure 14, individual telephone
subscribers 145o-, are connected to respective central
offices 1430 which may be linked over portions of a
public switched telephone network 1440 such as a tandem
switch. When a subscriber 1450 calls a toll free
telephone number identified inside the certificate, to
register a certificate as part of the incentive award
system, the user is connected to a voice response unit at
1410 which interacts with CPU 1400 to provide messages to
the user as directed by the CPU and to receive and store
responses from the participant over the telephone
network. A connection unit 1460 is selectively activated
to permit connection of an incoming call from a
participant 1450, to an outgoing trunk whic:~ provides
long distance service for the participant under certain
award conditions, to be described more hereinafter.
Operation of the awards system in accordance with
the invention centers around a certificate. Figures 15A,
15B, 15C and 15D represent front, rear, inside left and
inside right views of an exemplary certificate,
respectively, in accordance with the invention. The
front of the certificate contains sponsor information
such as a logo, and identification of the award program.
The reverse typically includes award information such as
the type of prizes available and how to redeem an award.
The coupon is constructed, preferably, of light cardboard
with full color printing at least on the outer front and
CA 02302820 2000-04-11
reverse portions of the certificate. The certificate is
constructed so that it opens like a book when slight
pressure is applied to separate the front and back
sheets . As shown in Figure 15D, a corner is removed from
5 the blank used to form the certificate to facilitate that
separation. The views in Figures 15A and 15B are shown
as if the two sheets were folded together prior to
opening. By removing the lower right hand corner of the
right sheet, as viewed in Figure 15D, the lower right
10 corner of the front sheet can be utilized to initiate a
peeling back action to separate the front and back
sheets. Figures 15A and 15B depict the certificate in
the unopened state, whereas Figures 15C and 15D
necessarily depict the certificate as opened in order to
15 view the inside left and inside right information.
Figure 16 is a flow chart of an exemplary Greet\PIN
(GP) module in accordance with the invention. When a
call is received at the voice response unit, a module
initiates a greeting (1600), and a personal
20 identification number (PIN), such as a ten digit
telephone number, is requested of the calling participant
(1610). If the PIN number is not in the participant's
database (1615-N) a participant database record is
created for this PIN (1620). If a PIN number is in a
25 participant database (515-Y), and if the phone time is
one minute or greater (1645-Y), the SM module is called
(1650). If the phone time is zero (1645-N), the number
of calls in a participant database record for that PIN is
accessed and a call flow table is utilized to determine
the order and sequence in which interactions with
participant occur (1630). The date of the last call is
updated to today' s date in the participant record ( 1635 ) ,
modules are sequentially called in the order specified in
a "call flow table" (1640), and after all the modules
have been called, the process returns or loops to await
the next arrival of a participant call.
l
CA 02302820 2000-04-11
26
Figure 17 is a flow chart of an exemplary phone card
program in accordance with the invention. When a
participant earns a sufficient level of credits to
qualify for an award, one of the awards which may be
selected, as shown in Figure 5, are a certain number of
minutes of long distance service. The cumulative number
of minutes awarded is stored in the participant database
record for the participant. This entry in the database
functions like a phone card to the extent that it may be
redeemed upon request to complete a long distance call.
Figure 17 illustrates an exemplary way of doing this.
Access to this module is typically achieved through the
SM module illustrated in Figure 18, described later .
When the module of Figure 17 is entered, the voice
response unit requests the input destination number for
the long distance call (1700). As discussed above, the
system shown in Figure 14 seizes an outgoing trunk to the
long distance carrier and dials the destination number
specified by the participant. When the called
destination number answers, a connection is made between
the participant and the destination number (1720-Y) and
a timer is started (1730). when the call is terminated
( 1735 ) , the value in the timer is deducted from the phone
time in the participant database and the timer is reset
(1740). The module then returns. If connection cannot
be made to the destination long distance number (1720-N) ,
either the module SM will be called recursively or the
process can return.
Figure 18 is a flow chart of an exemplary select
menu (SM) Module in accordance with the invention. This
module is typically entered from the GP module shown in
Figure 16. When the module is entered, the voice
response unit announces to the participant that the
participant has X minutes of long distance time available
(1800). The participant is prompted (1) to either use
some of the existing time (1810-U) in which case the
CA 02302820 2000-04-11
27
phone card program is called (1815), (2) to add credits
with a new certificate (1810A) in which case the CN
Module, shown in Figure 19, is called (1830), or (3) to
exit the system in which case the process returns.
Figure 19 is a flow chart of an exemplary
certificate number (CN) module in accordance with the
invention. When this module is invoked, the user is
calling to add credits based on one or more certificates
in his possession. When the certificate number is
entered (1900) a format check occurs (1910) to ensure the
validity of the input data. If the format is okay (1910-
Y) , a check is made to see if the certificate has been
previously used (1920). If the certificate is unused
(1920-Y), the certificate entry in the certificate
database is marked to indicate the certificate has now
been used and the number of credits associated with that
certificate number in the certificate database is added
to the participant's record in the participant database
(1940) and the process returns. If the certificate has
been used (1920-N) a used certificate error message is
generated and presented to the participant (1930).
Figure 20 is a flow chart of an exemplary speak
balance (SB) module in accordance with the invention.
When this module is entered, the number of credits
available to the calling participant is read from a
participant's record in a participant database (2000).
when the credits available do not exceed the minimum
award level (2010-N), this response announces that the
participant has X credits with Y credits to go toward
award Z. In this case, the award Z would be the minimum
award as shown in the award table of Figure 5. The value
X for the X credits comes from the credits available in
the participant database and the variable Y is calculated
as the difference between the award level required
credits and the credits available, X.
CA 02302820 2000-04-11
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If the number of credits exceeds the minimum award
level (2010-Y), the announcement changes to reflect that
shown in block 2030. An announcement states that the
participant has X credits which he can redeem for a ZI
S award, if the participant desires. The Z1 award will be
the highest level award for which the credits available,
X, qualifies. The system will hold out the possibility
of the Z2 award which it identifies in the announcement
and will give a value of the number of credits, Y1,
needed to qualify for the C2 award.
If the participant desires to redeem (2040-Y), the
AR module is called (2050). Otherwise (2040-N), the
process returns (2060).
Figure 21 is a flow chart of an exemplary award
redemption (AR) module in accordance with the invention.
In entering this module, the participant receives an
announcement which lists the awards for which the
participant qualifies based on the credits available
(2100). The participant has an option to select an award
or to repeat the announcement of the list (2110). If a
repeat is requested (2110-R), the announcement is
repeated (2100). If an award is selected (2110-1-N), a
check is made to determine if the award selected is a
phone time award (2115). If the award is phone time
(2115-Y), an amount of time equivalent to the award
selected is added to the phone entry in the participant
database (2120). The user is offered an option to use
the time immediately (2125), and if the user chooses to
use the phone time (2125-Y), the phone card program is
called (2130). Otherwise, (2125-N) the process returns.
If the award is not phone time (2115-N), the zip
code will be retrieved from the address portion of the
participant database. If the zip code is all zeros
(2145-Y), a name capture routine will be called (2155) to
capture the address information for the participant in
order to mail the award to the participant. If the zip
CA 02302820 2000-04-11
29
code is not all zeros, an address has been previously
recorded in the participant database. The contents of
the address record will be repeated back to the
participant to ensure that the address is current. If it
is (2150-Y), an order fulfillment request will be
generated automatically (2160) and the process returns.
The name capture routine is discussed more hereinafter in
conjunction with Figure 25A and 25B.
Figure 22 is a flow chart of an exemplary
promotional message (M(n)) module in accordance with the
invention. A plurality of different promotional messages
are specified by the index n, the appropriate message
specified by that index is retrieved and played for the
participant (2200) and the process returns.
Figure 23 is a flow chart of an exemplary polling
(P(n)) module in accordance with the invention. A
typical polling sequence contains a limited number of
questions. In the example shown, the number of questions
is 3. The particular question set is specified by the
index n, and when selected (2300), the questions are
posed one at a time as indicated by the do loop (2305,
2310 and 2320). The questions are designed to permit a
dialed response which will be correlated with the
particular question posed to the user. At the end of the
three questions, a "Thank you" message (2330) is played
and the process returns.
Figure 24 is a flow chart of an exemplary instant
win (IW) module in accordance with the invention. When
this module is entered, the participant's record in the
participant database is uti lized to look up the number of
next instant win credits X (1300) . If that number is zero
(2410-Y), the process returns. If it is not zero (2410-
Y) the participant is informed that the participant has
been awarded X credits (2430) and the credits available
have been increased in the participant database by that
amount. The number of wins for the participant is also
CA 02302820 2000-04-11
incremented in a participant database (2450) and the
number of next instant win credits is set to zero in the
participant database (2460). The process then returns.
Figure 25A and 25B is a flow chart of an exemplary
5 name capture (NC) module in accordance with the
invention.
If automatic number identification information is
available from the central office for the incoming call
(2500-Y), that identification information is captured
10 (2505) and utilized as a query to access a reverse
database for the corresponding address (2510). On line
services provide access to address information from a
corresponding telephone number query. For example, the
well known Haines Directory has an ongoing service which
15 permits this kind of information to be accessed. Other
commercial services also provide access to this type of
information. If the address information is available in
response to the query, the voice response unit queries
the participant to determine whether the first few digits
20 of the stored participant's address or the first few
digits of the address retrieved from the reverse book
service (2550) correctly reflect the current address. If
they do (2550-Y), the retrieved current address is
entered in a participant database record for the
25 participant (2520) and the process returns (2520) . If
ANI information is not available (2500-N) or if the
reverse book corresponding address information does not
match (2515-N), the calling participant is invited to
speak the correct address so that the information may be
30 recorded (2530). Information is recorded (2535) and
played back to the participant with the request that the
participant confirm the accuracy of the recorded
information (2540). If it is accurate (2540-Y), the
process returns (2550) whereas if it is not (2545-N) , the
process loops back to item 2530 where an attempt will
again be made to record the address.
CA 02302820 2000-04-11
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Once the address has been recorded correctly, it
will be entered into the participant database manually by
an operator transcribing the recorded information.
Whether captured automatically, or recorded manually, the
entered address information will be utilized to
automatically generate an order fulfillment from an order
center either run by the company providing the incentive
award system described herein or by a company under
contract.
Figure 26 is a flow chart of an exemplary good bye
(GB) module in accordance with the invention. A parting
message (2600) is played for the participant, the call
incoming from the participant is terminated (261G),
called terminating information is recorded in the
participant record (2620), the revised participant record
is stored in the participant database (2630) and the
process returns.
The example just discussed illustrates how the
interactive platform can be used in a particular network
environment to conduct an incentive awards program.
Figures 27 and 28 illustrate how an awards program
can be incorporated into other types of computer activity
such as the running of a program or process.
Figure 27 is a block diagram of an exemplary
computer architecture of a computer terminal shown in
Figure 2. A computer terminal suitable for interaction
with the interactive platform of the invention includes
a CPU 2700 connected to a bus 2710. The computer
includes a main memory 2720, a display controller 2730
with accompanying display 2735. A memory controller 2750
interfaces a plurality of storage devices such as CD ROM
2755, floppy drivels) 2760 and hard drive 2765. A
network interface card 2740 permits access to a network
for the terminal device.
Figure 28 is a flow chart of how an awards
interaction in accordance with the invention can be
CA 02302820 2000-04-11
32
invoked during execution of another program, such as one
running using a CD ROM. Such an environment might occur
when, for example, a computer user, using a terminal
such as that shown in Figure 27 is running an interactive
game on the computer which interacts with content stored
on, for example, a CD ROM. As program execution of the
game instructions occurs (2800), a user may make a choice
which the software provider desires to reward (2810) . In
the context of an interactive game, it may be that the
game developer desires to reward users who achieve a
certain level of proficiency with the game and, when a
user makes a choice which raises his score above a
threshold level, entitles the user to that reward. When
that occurs, the user can be connected to the interactive
platform 110 over the network (2820? where an awar
processing protocol will be executed (2830) such as ones
described above. When the processing of the award
information has been completed, program interactive
execution continues (2840) and the user will have been
rewarded for playing and/or purchasing the game.
It is clear that a CD ROM program need not
necessarily be involved, and the program could involve a
program stored on a floppy disk or other memory medium or
a network downloaded program. Thus, by using an
interactive platform in accordance with the invention, a
variety of promotional programs may be administered
conveniently, effectively, and in ways which overcome the
problems of the prior art and which provide considerable
advantages over that which has been done before.
In this disclosure, there is shown and described
only the preferred embodiment of the invention, but, as
aforementioned, it is to be understood that the invention
is capable of use in various other combinations and
environments and is capable of changes or modifications
within the scope of the inventive concept as expressed
herein.
