Mobile coupons work for Subway franchisees

 

February 27th, 2008

 

The Subway restaurant franchisees for the Buffalo, New York, area are recording a redemption rate of 15 percent to 16 percent for mobile coupons. Now compare that with the typical 1 percent to 3 percent redemption rate for paper coupons.

 

More than 100 Subway restaurants in Buffalo participating in the My Subway Mobile effort are using mobile coupons to drive retail traffic with periodic coupons and last-minute special offers. Retail media delivery services from a local marketing firm is helping the Subway Franchisee Advertising Fund Trust with this program.

 

“We wanted to do a traffic-builder,” said Michael Lewkowicz, chairman of the Subway Franchisee Advertising Fund Trust and president of Subway franchisee QSR Brands, Buffalo, NY.

 

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BMW runs mobile campaign for X6 car

 

June 25th, 2008

 

Luxury automaker BMW launched a campaign promoting its first X6 Sports Activity Coupe, using mobile as part of a multichannel effort to build a relationship with consumers.

 

The campaign is running nationwide on television, print and radio, driving people to a mobile WAP site created especially for the new car. The mobile aspect of the campaign is powered by a mobile marketing company, asking consumers to text a keyword to the 67463 short code.

 

“BMW’s goal is to get people to go to the WAP site, which has all the specs on this particular car,” said Matt Silk, a representative with the marketing firm “The site also helps users locate a car dealer in their neighborhood.”

 

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Auto lube giant Valvoline runs mobile coupons effort

 

July 2nd, 2008

 

 

Quick-lube chain Valvoline Instant Oil Change is conducting a mobile coupon campaign offering consumers the opportunity to save during this economic slowdown.

 

Valvoline tapped a marketing company in the Mid-West to help make mobile coupons accepted at all 107 Valvoline Instant Oil Change centers in Cleveland, Minneapolis and St. Louis. Mobile phone users can save money with exclusive offers on oil change or preventative services.

 

“The objective of this campaign is to drive traffic to Valvoline stores and reach a new audience, as Valvoline historically advertised via direct mail to existing customers,” said Dwight Moore, vice president of corporate communications. “They expect mobile couponing to catch on and wanted to learn about this new medium.”

 

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IKEA launches mobile loyalty program

 

July 16^th , 2008

 

 

IKEA has launched a mobile loyalty program to build a database of consumers interested in receiving discounts from the home furnishings retailer.

 

The text-to-enter loyalty program is a means for IKEA to start a dialog with interested consumers.

 

IKEA is one of the largest home furnishings retailers worldwide, with more than 275 stores in 36 countries, including 35 in the United States.

 

The calls to action for the mobile loyalty program are posted online and promoted via email campaigns.

In-store signage asks consumers to text IKEA1 to short code 30364.

 

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