US companies Mobileway and Adreact have generated a 2.5 month interactive SMS-based marketing campaign in Italy for the world’s leading coffee, bagel and donut chain; Dunkin Donuts, and the chain has announced that during the first three weeks of the campaign Dunkin Donuts’ sales rose by 9% in the country.
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Donut customers in Italy can obtain coupons for their favorite Dunkin Donuts goods simply by using their mobile handsets to respond to advertisements displayed on store notice boards, billboards and on the radio. By sending a short message to the published numbers, users receive an immediate reply featuring a free gift coupon or special offer exchangeable at local Dunkin Donuts outlets.
GianLuigi Contin, President of Sweet & Co., a franchisee of Dunkin Donuts in Italy and Germany, commented: “Dunkin Donuts is successfully reaching its target audience of young people on the move and setting ourselves apart from the competition thanks to Adreact’s mobile marketing platform.
“The SMS marketing solution has been a positive brand building experience as we are directly reaching our targets with a message they can understand. Cellular coupons are not cute promotions, rather they are serious marketing tools that not only extend the brand but are also directed towards the people we want to reach.”
Adreact is a specialist in maximizing the interactions between brands and consumers using unobtrusive cross media solutions, and leveraged the power of SMS marketing because of its potential to reach more than 500 million mobile phone users globally.
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By GlobalDataDavid Kelly, VP Marketing of Adreact commented: “By enticing consumers to request special offers, Dunkin Donuts ensures that they achieve a great consumer push without running the risk of breaking down the client relationship by contributing to the wealth of ‘spam,’ which people receive via email or through their mailboxes day in and day out.
“Working with Mobileway on projects such as this, allows us to tap into a vast market of mobile phone users in an environment plagued by a lack of standardisation and interconnections.”
Mobileway provides a service to manage mobile data transactions worldwide. Bob Pike, Executive VP Global Marketing and Business Development, explained: “Achieving technical efficacy in the mobile advertising sphere is one thing, but ensuring that the power of the SMS medium is put to good use in an ethical way and one which doesn’t encroach upon users’ privacy is something which is key to the success of campaigns such as this one with Dunkin Donuts.
“Adreact’s specialty in designing powerful campaigns that respect the climate of trust is essential to the future of mobile marketing, which benefits Mobileway enormously through its partnership in such projects.”
Dunkin’ Donuts sell more than six million treats every day, and has welcomed the Italian campaign’s success as evdience of a new promotional tool for its global market.
