GB2345173A

GB2345173A - A communications system and interactive computerized methods and apparatus for conducting an incentive awards program

Info

Publication number: GB2345173A
Application number: GB0008514A
Authority: GB
Inventors: Brad Wendkos
Original assignee: Individual
Current assignee: Individual
Priority date: 1995-12-19
Filing date: 1996-12-19
Publication date: 2000-06-28
Anticipated expiration: 2016-12-19
Also published as: GB0008511D0; GB2345171B; GB2345172B; GB0008513D0; GB2345172A; GB0008514D0; GB2345171A; GB2345173B

Abstract

A computer implemented system awards promotional incentives. A participant in the awards system calls or connects to an interactive platform for registering and/or redeeming credits preferably described in uniquely identified certificates. In a telephone environment, the interactive platform is connected to a toll free telephone number where a participant's call is handled by a computer controlled voice response unit. In a computer network environment, a computer user connects to the interactive platform over the network. The participant receives awards credits based on the unique identification of certificates. Award credits for a participant are accumulated in a stored record associated with the participant until redeemed. Award credits can also be acquired as an instant winner based on a randem or algorithmic selection of callers to receive such credits. Awards include electronic prizes such as free long distance telephone time, electronic cash and/or service credits. Connection to the interactive platform may occur during evecution of an application program such as an electronic game or electronic shopping.

Description

2345173 A COMMUNICATIONS SYSTEM AND INTER,CTIVE COMPUTERIZED METHWS AND

APPkRATUS FOR CONDUCTING AN 19CENTIVE AWARDS PROC7PLAM 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.

A number of organizations 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 5ervices. These have included discount offers for certain catalog items, based on volume of activity in an account. 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 offered deeply d1scount-ed or free air travel based on a certai-n level of activity using a general purpose charge card or have been credited with frequent f lyer miles based on activity in a charge card account.

U.S. Patent 5,025,372, issued on June ia, 1991 to Burton et al. discusses the problems associated with administering promotional or incentive marketing programs that utj-lize an award of 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 invenr.ory of merchandise ties up the incentive company's money. if the incentivc company underestimates or overestimates the demand for a particular item of merchandise, either excessive delay will create customer dissatisfaction m7 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 or, invested funds to levels of performance in the activity which the incenr-ive 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 -1 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.

Our copending parent application No. 9626425.4 describes a communication system adapted and arranged for incentive schemes, comprising a network; one or more network devices; a voice response unit; a first communication link between the network and the or each network device; a second communication link between the voice response unit and the network; a processor having a memory medium and having a database stored on the memory medium, the database including data representing information about a user including credits which the user is awarded and information about how a telephone call from the user will be handled based on response data, the response data representing responses from the user to the voice response unit and comprising information about a destination number and about any award contained in a certificate issued to the user; a third communication link between the processor and the voice response unit; a connection unit connected to the processor and the network; the voice response unit comprising:

means for storing message data and sending message data to the user via the second communication link; means for receiving responses from the user and storing the responses in the form of data; the processor comprising:

means for controlling the voice response unit to receive responses from the user; means for retrieving the response data and storing the response data in the processor; means for controlling the voice response unit to receive the message d ata; means for controlling the voice response unit to send the message data to the user; means for retrieving the destination number; means for controlling the connection unit to connect the call to the destination number; means for controlling the connection unit to disconnect the call to the destination number after a set period of time or after a conversation terminates; means for updating the data representing information about a number of the credits awarded to the user according to the response data or the amount of time the call is connected to the destination number; and means for adjusting the set period of time according to the data representing information about a number of credits awarded to the user.

Our copending parent application No. 9626425.4 also describes a method of operating a communication system adapted and arranged for incentive schemes, comprising the steps of: storing user data in a database stored on a memory medium of a processor, the processor being connected to one or more network devices, a voice response unit and a connection unit, the user data representing information about a user including credits which the user is awarded and information about how a telephone call from the user will be handled based on response data, the response data representing responses from the user to the voice response unit and comprising information about a destination number and about any award contained in a certificate issued to the user; controlling the voice response unit to receive responses from the user; is storing the responses in the form of response data; retrieving the response data from the voice response unit; storing the response data in the processor; controlling the voice response unit to receive message data; controlling the voice response unit to send message data to the user; retrieving the destination number from the response data; controlling the connection unit to connect the call to the destination number via the or each network device; controlling the connection unit to disconnect the call to the destination number after a set period of time; updating the data representing information about a number of credits awarded to the user according to the response data or the amount of time the call is connected to the destination number; and adjusting the set time period according to the data representing information about the number of credits awarded to the user.

The invention discloses methods, apparatus, systems and computer program products for overcoming the problems of the prior art, addressed above.

In its most general 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 of 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.

if icate contains a telephone number Lhe inside of the Ce-r-L(preferably a toll free telephone number), instructions 0 for us ina the cert i Fica-e and a cer- i f icate number wh- ch L_ - -.1.. I que to each cercificate. The instructions direct s uni --o dial the toll free a participant in the program IL.

telephone number where the user is prompted:o enter the ten digit telephone number under which the user desires to register the certificates. A computer interfaces with a voice resocn-se 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 i5 achieves sufficient award Dolints, 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 certifi-cate and receives an indica-LiOn. Of his award balance and may redeem portions of awarded telephone time by specifying a destination number. to which user clesi.--es 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 un t _4 1 the conversation is completed or until the awarded time expres. Conveniently, a war ning may be given before the allotted award time expires so %..he conversation may he terminated gracefully.

The ordering of interacrions between a participant and a system changes frora call to call under control of a call flow table. different messages can be played ar.d different sequences of interaction with the participant can be undertaken.

The invention relates to ccmpuzer apparatus for ca=ying out a promotional awards prograin,;_,ncluding a processor, a memory medium accessible by the processor, and a dat:abase st:cred on the memory medium, the database including informacion about participants in the program and -information about how calls from a particinant will be handled based on information abcut the participants.

A numb-er c-f processes run on the processor. TI e processes include, one to request the name a-nd address cf:

a participant, one to provide awards to a part-'-c;.pant, one to redeem awards earned by a participant, one to poll i:)ar--ic-Jzanr--s for c:at-her.-:,,-ig in-f;cr-,nat-ior. and one to Crovide messages to a part-icipant. The processor is ccnrigured to provide participants with awards in, quantities and value which are under the control of a sponsor of the promotional program. Awards can be delivered long electroni, cally, such as awards in the form ol is distance telephone service and the elect-renic transfer c-F cash or credits.

The invention also relates to a system flor carry-ing out a prcmot-Jonal awards program, wInich includes a network, a processor having a memory medium---anda database stored on the memory medium, connected to the network, the database includina information about participants in the program and information about how L.11 be handled based on ca s from a par licipant w formation about the participants, and network devices, connect.ed to the ner-wcrk, for communications with the processor.

The invention also relates to a method o- awarding promotional incentives to a participant by receiving a communicat kon from the participant, retrievina information about the participant from a database based on information contained in the communication, an.d controlling interaccion with the participant based on information abcut the par:iciiDant: zetrieved from the da-.-abase.

Ck The invenr-ion is directed to a method of awarding promotional incentives to a purchaser in wInich a call- is received from a curchaser, a certificate number is entered by the purchaser, and the award credits 1Por 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 ficat number which the purchaser uses to enter a cert Le number and requesting connecticn to a long distance number. A promotional incentive can also be a credit in cash or cash equivalent or merch.andise.

In one immlementation, the calling number from which ically the zurChaser makes a call is identified automat and used to access the purchaser'6 address in a database.

is The purchaser's address is confirmed by generating a vocal rapresenCation of at least a first few characters of the address and qcneratina a auestion to the purchaser an whether the address is correct. in another implementation, th.e purchases is asked to speak -1-he 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 ce rtificate 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 cred-its wher. 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 scar-incr an indication of the number of Lines a caller has called, and selecting interactions based on the number using a call flow table. 1 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 quantity of time to which a participant is entitled to have access to long distance telephone service. and providinq access to the participant to a telephone line for a pericd of time not to having long distance access f time.

exceed the quantity ol 1he invention is also directed to a riet--',-cd of awarding promotional incentives to a purchaser by issuing certificates to participants upon pur-chase of aceds or Eicate having a unique services to be loromoted, eac-.r.. certit identification, receiving a call from a purrchaser including the unique identification, and increment i,.rig award credits for a parli-ic_-iiDant., based on the unique idencification.

The invention is also directed to apparatus f-or ; na awarding promotional incentives to a purchaser includ' - 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 abcu.-t -t: L. - certificates provided as pa of he 4ncentives.

The invention is also directed to a system for awarding promotional incentives to a purchaser includinSF a telephone system, a voice response unit, connected to SYStem, connected to the teephone system, a-rid a computer the voice response unit f: 0 r 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 ccmmuter prograr, product including a memory medium, and a computer program stored on the memory medium, the_ computer program containing instructions for receiving a carimun-Jca-i--ion from the participant, retrieving information abour- the participant from a database based on' information contained i n the communication, and controlling interaction with the participant based on inforrization about the par-ticipant retrieved from the database.

The also relates to a rnethod of awarding p---.motional incentiVes to a user, by loading an i,-..:erac-Live program, and while the user is running the ,:,zerac:ive orccjrani, connecting to an interactive p-, ar-,,0-oz--,n for crov at least: one promotional incent ive to the user. The interactive program can be a game s-.c-red on a CD-ROM.

The invention is also directed to cc-,nputer program products for carrying out the techniques of the in-fention.

still other objects and advantages of the presen on will become read.ly apparent to those skilled Inventi.1 in the art from the following detailed description, wherein only the preferred embodiment of the invention is shown and described, simply by way oil illustra---',on of the ted of carrying out the invent.

best: mode concemplat Lon. As will be realized, the invention is capable of other and different embodiments, and its several deLails 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 nacure, and not as restrictive.

Embodiments,of the invention will now be described by way of example, with-.reference-tb,the-acdompanying drawings, in which:

Ficure 1 is a bloc'k diagram of ar. exemplary systerra for carrying out the invention; L C Figure 2 is a block diagram ot an exemplary interact:ive platform of the type shown in Figure i; FigLTre 3 is a representation of an exemplary smart daca 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 d,,-,a base shewn in Figure 3:

Figure 6 is an exemplary layout of a call flow table data base shown in Figure 3.

Figure 7 is an exemplary layout c a t e of a certif i data base shown in Figure 3; Figure 8 is a representation of exemplary smart processes used in accordance with the invenr-ion; Figure 9 is a flow chart of an exemplary smart poll process used in accordance with the invention; Fig,ure iO is a flow char. of an exemplary smart. talk process used in the accordance with the invention., Figures 11A and 112 are flow charts of alternat' j L L 1Ve smart 0 & A processes ' used in accordance with the invention; Figure 12 is a f low chart of an exemplary smart win process used in accordance with the invention; Figure 13 is a flow chart of an exemplary smart award process 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!SA, 153, 15C and I5D are front, rear, inside left and inside right views of an exemplary certificate in accordance with che invention, Ficure 16 is a fow charl.: off an exem-plary Greet\PIN (GP) module in accordance with the invention; Figure 17 is a flow chart of an exemplary phone card ram in accordan proc J_ -ce with the invention; Figure i8 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 (S3) module in accordance with invention; Ficure 21 is a flow chart of an exemplary award redemption (AR) nodule in accor-,2jance with the invention.

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 invention i Friaure 24 Ils a flow chart of an exemplary instant win (M module in accordance with the invention.

Figure 25A and 255 are flow charts of an exemplary name capture (NC) module in accordance with the invention; Ficrure 26 is a flow chart, ef an exemplary good bye (GB) module in accordance with the invention, Figure 27 is a block diagram of an exemplary computer archir-ecture of a terminal 140 shown in Ficrure 2 l ad is 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.

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 quantities. Usually, though not necessarilv- these quantities - f orm of 7 take the electrical or magnetic signals capable of being stored, transferred, combined, compared, arn d otherwse manipulated. It- proves convenient at times, principally for reasons of common usage, to refer to these sianals as bits, values, elements, symbols, characters, terms, 14 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 conven.ent, labels applied to these Tuantities.

Further, the manipulations performed are c.

referred to in terms, such as add:-ng or comparing, which are commonly associated with mental operations ner.-lorme,--,.

by a human operator. No such capability of a hurra.-,i operator is necessary, or desirable in most cases, in any of the operations described herein which form part of the presenz in.venktJ.cn; the --oera--icns are machine cer=rar--icr-s.

Useful machines for performing the operation cl'.' the present invention include general purpose diaital -e- - similar devices.

c=put -s o is The present invention also relates to apparatus for pforming these operations. Th erl is apparatus may be specially cons--ruc,ed for 'the required purpose or it may com-prise a general purpcse computer as selectively activated or reco,.rif icured by a commuter program stored in the computer. The procedures presented herein are not inherently related to a particular computer or other apparar-us. Various general purpose machines may be used with proarams 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.

Figure 1 is block diagram of an exemplary system for carry-ing out the invention. An interactive platform lio is connected to network ' 100 for servicing interactions with program participants over the net-wc;rk Such interactions can arrive over the net-work from computer terminals sL.,c'h as tprmnal 140 shown in Figure 1, from telephones such as shown in item 130 of Figure 1 or over gateways 120 to other networks. Communications can arrive from program participants over any type oil network. Examples of netwcrks suitable for use with the invention include a local area network, a wide are-n network, an Internet, and Intranet, a telephone network, or a C,"-.TV network.

Figure 2 is a block diagram of an exemplary interacti-vre platform of the type shown in Figure i. The inceraccive 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 '.5 accordance with the invention. Smart processes 230 are selectively executed as described more in detail hereinafter.

FicTure 3 is a representat:ion of art exemplary smart data base shown in Figure 2. The smart data base, in reality, consists of a plurality of data bases. it includes a marticipant data base 310, an award data base 320, a call flow table data base 320 and a certificate data base 340. Typical or exemplary record layout:s 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 ot' the parzicipant. in a computer netwcrk environment, a user network address would be preferred. Field 415 contains an indicacion of the number of times a participant has called or connected. Field 420 constitutes an accuT-,,ulate,--, total of the credits available for iise by th-e part --c Pan"I. This field is incremented as awads are received or as award certificates are recorted to the systerm and is debited when awards are redeemed.

Fielld 425 and 430 represent respectively the date of the first time a participant called and the date of the last call -f--cm a partc-4pa:it. Field 435 contains address ion fcr tine part- Mformat- L-..Lci-r)ant, which is selectively collected, preferably when needed to send an award.

Field 435 contains as a sub-field, separately accessib--,.e, a zip ccde f ield w,-.--ch, if no address is present, is set ecual to all zeros. when address information is

1 gathered, the zip code field is chanced to th-e actual zip is code. Field 440 contains a number of m-Lnutes of free long distance phone tinne available to the participant as the result of' receeming awards. Field 445 contains a number indicating the riu-,-,iber o'll award credits that can be - J f - instantly won the,-exz time a part-ici-oap, is idew Jed as an i.nsta.--t 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 ar- instant winner upon call in. The algorithm mroviding 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 zercs are inserted in this field- Field 45C 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 11-1.mes a participant has redeemed award credits for awards or fields related to demograph..,.c informaticn about the participant.

-- 1 trates a layout of an exemplIary award Figure 5 Must L - level table in accordance with the invention.

The awai-d level table basically associates the credits required to earn an, award with an award c--de and 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 show-i in field 520. Field 530 specifies whether or not it is - for necessary to have the address of the participant 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 inceractions with the participant occur. There are, for example, te.n 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 NAMF,-CF THE MODULE GP Module Greet\PIN SM Module Select Menu CN Module Certificate Number SS Module Speech Balance AR Module Award Redemption M(n) Module(s) Promotional Message(s) P(n) Module (s) Polling IW Module Instant Win NC Module Name Capture GS 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 product or the provider of a service being promoted as identified by the source field of a certificate data base entry, discussed hereinaf ter. Other customized sequences of modules specified in a call flow table can be 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 part,cipant with the interactive platform to specify a call flow seauence based on the number of times the 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).

is Field 715 is used to indicate that the certificate has been used, that is, reporz:ed by a participant and credited to the participanr-'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 associaced 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. Ia 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 for the sale. By appropriaLely controlling the printing C 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.

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 11S, 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 stae information such as the number of the interaction with the participant and the participant identif 3.er (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 is noc, additional queries are selected (940-N), whereas if the number of queries posed exceeds N, (940-Y), the process returns (950).

The smart pall process permits very individualized cust-omization 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 idered receptive given the demographic information cons-, captured about the participant during the polling process. For example, if, in response to a polling question, a participant indicated that he had no is 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 cmeries 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 flow chart of an exemplary smart talk process used in accordance with the invention. The purpose of the smart calk 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 participanz 2 t information and state information (1030), the message is played or sent to the participant (1040) and L-he 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 is 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 wich 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 pa'rticipant 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 paricipant data base (1130) and the process returns. The recording and playback, of course, could be omitted if an operator were available to take the information live.

Figure 113 represents a more sophisticated version of the flow chart of the process described in the flow 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 io the infcrmation service is scored in the participant data base (1170) and the process returns. If there are vari.ations, 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 is 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 11B, 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 cne's. This permits the name and address capture to be customized to the needs c', che particular sponsor. As a result, since the cost of 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 sporlsor will not waste resources in conducting a direct mailing to customers who might not be responsive to his entreaties.

E an exemplary smart win Figure 12 is a flow chart of process in accordance with the invention.

As with the other processes, the smart win process begins with a call from the call flow table (1200) passing stace and/cr 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 is may be retrieved. - A particular award algorithm is selected (1220) based on certificate information and/or participant information as discussed more hereinafter.

if the parti cipant is a winner, the award amount is credited (1230) and the process returns. The function of the smart win process is to makc 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 bt- 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.

A second award algorithm that is selectively utilized involves selecting every tenth interaction with the interactive platform for an award. Thus, the arrival -ion rom a particular participant serves as of a connect f - I a selection -variable and if the 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 ISA-D hereinafter. An algorithm of this type permits a sponsor of a promotional program to control the is 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 partic-1pant 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 an 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.

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 level of detail may be required for a particular award program. 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 algorichm 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 - example, a fooball game might involve a process. Fo.

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 all a play description in which his selected option would be executed.

Sy using the source field of a certificate, expected wins can be spread across a distribution channel in whatever manner desired.

Figure 13 is a f low 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 informatLon is retrieved from the data base which includes information about awards previously received (1310). A participant is not-if ied of the prizes 7 CO 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 credi-Its for a participant are then adjusted for the redemption (1340) by reducing the award credi-Ls available ii n the participant data base for the 4 cipant The prize selected by the participant can part.

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 der-alled example, a prize can be a certain number of minutes of long distance' telephone t ime.

Alte--natively, an electronic prize can be an electronic tal cash or an electronic transfer to a er of digi_ trans.

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.

-he As can be seen from the description of 11 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 p-icular sponsor or for any arl particular system environment.

Figures 14 - 26 will be used to describe a particular application in more detail showing how fte 2.71 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 -Jve public switch telephone network and the interact platform provides the appropriate interfaces r-o 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 1450, 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 teleDhone number identified inside the certificate, to -e as part Of L register a certificall 'he incentive award system, the user is connected to a voif7p 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 14SO, to an' outgoing trunk which 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, 1B, 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 ILC6 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 iri Figure 150, a corner is removed from the blank used to form the certificate to facilitate ttat 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 corner of the front sheet can be utilized to initiate a peeling back action to separate the front and back sheets. Figures ISA and 15B depict the certificate in the unopened state, whereas Figures 15C and 15D necessarily depict the certificate as opened in order to 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 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 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 ca 11 flow table is utilized to determine the order and sequence in which inteiacticns 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.

7Z-R 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, orie 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 th'e 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!8, described later.

When the module of Figure 17 is e ntered, 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 (1.720-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 IChen returns. If connection cannot be made to the destination long distance number (1720-Y), 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 (181.0-U) in which case the phone card program is called (1815), (2) to add credits with a new certificate (1810M in which case the CN Module, shown in Figure 19, is called (1830), cr (3) to exit the system in which case the process returns.

Figure 19 is a flow chart. of an eXer-l,-,,,'Lary certificate number (CM 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) cc ensure the validity of 'the itiput data. If the format is ckay (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 is 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-M a used certificate error messace is genezateci ahd ptesented to the participaint (1530).

Figure 20 is a f low chart of an exemplary speak balance (SB) module in accordance with the invention.

When this module is entered, c-he number of credits available to the calling participant is read from a participant's record in a participant database (2000).

When the credits a.ailable 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 mi nimum 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.

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 Z1 award, if the participant desires. The Zi 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, nccdod to.ualify for the C2 award.

It tne participant demiic.) Lo rcacern (2o4o Y) thQ AR module is called (2050) Otherwis-- (2040-N) the process returns (2060).

Figure 21 is a flow chart of an exemplary award is 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 informa,.-ion for the participant in order to mail the award to the participant. If the zip 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 iz is (215O-Y), an order fulfillment request will be generated automatically (2160) and the process returns.

The name canture routine is discussed more hereinafter in conjunction with Figure 25A and 25R.

F-4gure 22 is a flow chart of an exemplary promotional message (M(n)) module in accordance with the invention. A plurality of dif flerent promotional messages are s-pecif ied by the index n, the appropriate message specified by that index is retrieved and played for the participant (2200) and the process returns.

is 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 -ed (2300), the cruestions are index n, and when select 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 utilized 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 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 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 (2505) and utilized as a query to access a rcverse 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 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 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 (2350-Y) the retrieved current address is entered in a participant database record for the participant (2S20) 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 -:) and recorded (2530) Information is recorded (2535 played back to the participant with the request that the participant catifirm, 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 3S process loops back to item 2530 where an attempt will again be made to record the address.

Once the address has been recorded correctly, it will be entered into the participant database manually by an operator transcribing the recorded information.

whether cantured automatically, or recorded manually, the entered address information will be utilized to _,.au-tomat:-cally generate an order fulfillment f rom an o rLde r cen,-e.- 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 (2610), called terminating information is recorded i.n the participant record (2620), the revised participant record is stored in the participant database (2630) and the process returns. M 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 ccmour-er 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 drive(s) 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 is invoked during execution of another program, such as one running using a CD ROM. Such an environment might occur when, for example, a comiouter user, using a terminal such-as that shcwrn in Figure 27 is running an interactive game on the compute-r which interacts w-&-th content stored cn, -for example, a CD ROM. As program execution of the game ins nrUCt4. ons occurs (2800), a user may make a choice which the software provider desires to reward (2810) In the context of an interactive aame, it may be that the io game developer desires to reward users who achieve a certain level c-f proficiency with the game and, when a user makes a choice which raises his sc-cre above a threshold level, entities thc user to that reward. When that occurs, the user can be connected to the interactive platform, 110 over the network (2820) where an award 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 beer, 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 prc-motional programs may be administered conveniently, eff f ectively, arid in ways which overcome the problems of the prior art and which provide considerable advantaues over that which has been done before.

Claims

A method of awarding promotional incentives to a user, comprising the steps of:

a. loading an interactive program; and b. while said user is running said interactive program, connecting to an interactive platform for providing at least one promotional incentive to said user.

1
2. A method as claimed in claim 1, in which said interactive program is a game.
3. A method as claimed in claim 2, in which said game is stored on a CD-ROM.
4. A computer program product comprising:

a. a memory medium; and - b. a computer program stored on said memory medium, said computer program containing instructions for connecting to an interactive platform for providing at least one promotional incentive to a user of said program.