Written on Friday, August 28, 2009
The past couple of months I have not been able to keep you as up-to-date with the latest updates in the mobile marketing field as I would have liked. Please believe me when I say, however, that I am doing my best to put as much time as possible in this blog.
Your responses, and the connections in the mobile marketing world I have made through here, are invaluable, and have also led to some meeting some good friends. I can only hope that in a few months time I will be back on a daily basis. Until then, I just wanted to state, on the record, how grateful I am for your e-mails.
Anyway, reading through the major news of late I came across Pizza Hut's latest sms marketing campaign for promoting one of its newest products, the Hershey Dunkers. But here's the main bits from the article:
Quick-service restaurant Pizza Hut used mobile to generate buzz about its new Hershey’s Dunkers offering and built a mobile database of consumers to remarket to.
Calls to action ran on Cox Media's cable network asking viewers to text the keyword HUT to short code 269411. Consumers who texted in were entered for a chance to win a Pizza Hut pizza, once a month, for a year straight.
Obviously, up to here, it sounds just like your average sms marketing campaign, and you might be wondering why I'm bothering.. Well, for once, I am glad to see big brands keeping up with putting out new mobile marketing campaigns.
This means that mobile marketing is moving / has moved (take your pick) past the trial phase, where we were seeing each firm usually do one or two campaigns, then stop - and wait. But now that the big names in the field are putting out new campaigns every couple of months, that, for me, is a certain indicator that mobile marketing has become ordinary practice.
Also, what was impressive about the campaign, was what it all comes down to: its numbers.
Ms. Simmonds said that in just two weeks the campaign has received more than 2,000 opt-ins and 54 percent moved on to double-opt-in.
Pizza Hut was faced with the challenge of trying to find a way to make its new product launch stand-out from all of the other offerings being launched by competitors in the same market.
Consumers who texted in received the following message: “Congrats! You are NOW entered 2 Win a free 1 topping pizza every month for a year from Pizza Hut! Winner
notified via phone call on 8.23.09.”
Participants were then sent a confirmation and a chance to double-opt-in: “Reply YES Now for 10 more entries to WIN & to get Xclusives from Pizza Hut. max4msgs/mo. std txt rts apply. Reply YES Now!”
The final message said, “Success! You are subscribed! STOP 2 quit. HELP 4 help. Std msg chrgs apply. Look 4 exclusives on your Mobile Phone!”
Not only is the response rate very good, but more importantly, the second opt-in percentage was also very high, which means that it was pretty well targeted, and the campaign also probably led to a good number of conversions.
Anyway, it's pizza time around now, so time to go. :) Till next time guys..
Posted in
mobile marketing,
sms marketing
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