contact
 
 
     

Little Caesar's Mobile Campaign Nets 62% Opt-in

Little Caesars sweepstakes campaign sees 62% opt-in

By Giselle Abramovich, Mobile Marketer

Pizza pizza

Pizza chain Little Caesars ran a mobile sweepstakes campaign to build a database of names for future marketing.

Little Caesars tapped Ping Mobile to power the campaign. The pizza chain ran television ads on the Cox Media cable network, asking people to text CRAZY to 269411 to enter for a chance to win a Nintendo Wii and for a free Crazy Bread mobile coupon.

“The strategy for Little Caesars’ campaign was to push out its promotional offer through a new advertising medium – mobile,” said Shira Simmonds, president of Ping Mobile, Englewood Cliffs, NJ. “They incorporated mobile into their overall marketing campaign.

“Little Caesars wanted to see if a mobile push would make a difference to the results of their traditional marketing efforts – and the trackability of mobile enabled this,” She said.

“Little Caesars also wanted to reach out to people during the holidays – a notoriously expensive season, especially with the current economic downturn – and find a way to drive them to their restaurants.”

Viewers who texted in to enter the sweepstakes received a message back that said, “Success! U R entered 2 Win the Nintendo Wii! Show this msg @ Little Caesars 4 FREE Crazy Bread when U buy a 3 Meat Treat Pizza!”

The second message sent to viewers said, “Reply YES for 10 more entries 2Win & 2 get Xclusives from Cox + Little Caesars! Mx4msgs/mo. std txt rts aply. Reply YES Now!”

The last message users received said, “Success! U have 11 entries 2 Win & R sbscbd! 2quit txt STOP@any time. Look 4 More Chances 2 Win on Ur Mobile Phone!”

Mobile was suitable for Little Caesars because its target demographic is families.

Mobile allowed the pizza chain to reach out to people of all ages.

The mobile coupon component of this campaign was something that would be appealing to everyone. People always want something for free, especially “green-minded” individuals who could take advantage of the paperless coupon.

Additionally, it gave people an opportunity to get something for free during the holiday season.

This isn’t the first time a famous pizza chain has done something mobile.

Pizza Hut Inc. was the first pizza chain to offer both text messaging and mobile Web ordering options on a nationwide basis.

The Dallas-based company’s “Total Mobile Access” service adds a mobile component to online ordering, which is already one of the most popular segments of Pizza Hut’s business. The news came less than two weeks after rival Papa John’s announced a texting promotion for the Super Bowl, a major pizza-consuming occasion (see story).

“The sweepstakes prize appealed to the teen/young adult demographic which is ideal for a mobile campaign and the fact that entry into the sweepstakes was included in the initial message prompted more people to be entered to win 10 more times,” Ms. Simmonds said.

“The results were staggering,” she said. “In an 18 day period, the double opt-in rate was nearly 62 percent.”

Associate Editor Giselle Abramovich covers ad networks, advertising, content, email, media, messaging, legal/privacy, search, social networks, television and video. Reach her at giselle@mobilemarketer.com

Social Media Monitoring; What's the Value and How Much Should a Business Spend?
Flexing Your Digital Muscles Can Pump Up Business
Let Others Help You Clinch the Sale
Grow Your Business by Growing Your Credibility as an Expert
Managing Customer Relationships
How Brands Thrived During the Great Depression
Elements of a Marketing Plan
More Marketing with Less
10 Things That Will Improve Your Marketing Results
Belle Tire Mobile Program Lifts Sales
Best Buy Utilizes Mobile Marketing
Simply Wireless Taps into Mobile Marketing
The Year of Mobile Ads
Mobile Marketers Target Receptive Hispanic Audience
Why Google Sees Cell Phones as the Ultimate Ad Vehicle
Social Media Monitoring; What's the Value and How Much Should a Business Spend?
Twitter Analysis Results
Seven Steps to Creating a B2B Community on Twitter
Per Nielsen: Facebook Tops, But Social Networkers Fickle
10 Ways to Find People on Twitter
Getting Started: Social Networking is a Cultural Paradigm Shift, Not a Cultural One
What Social Marketers Can Learn from Email Marketing
An Introduction to Social Media Strategy
 
Join Our Mailing List
Email:
Little Caesar's Mobile Campaign Nets 62% Opt-in - strategic growth concepts - marketing information articles - safe_subscribe_logo
For Email Marketing you can trust