DUBLIN, Ohio ? Wendy?s International has begun a mobile coupon campaign that will provide discounts at certain locations to patrons who sign up for mobile coupons and ads, Brandweek reports. The burger chain teamed up with Options Media Group Holdings for the promotion.
After opting in, consumers receive coupons via text messaging, which are redeemed by showing the mobile device to cashiers. ?We found from past campaigns that text messaging-based incentives work very well. Consumers tend to look at text messages quicker than e-mail, so it?s an instant result for [the brand],? said Option Media CEO Scott Frohman. ?And it?s something that?s very beneficial to the consumer.?
His company also worked with Domino?s on a similar project, and he said other fast-food chains and hotels have expressed interest in working with them on providing customers with mobile coupons.
A few weeks ago, 7-Eleven debuted a mobile marketing campaign in San Diego. The convenience store chain reported last week that the program was showing progress.
More and more Americans are becoming interested in receiving mobile coupons and promotions. Forrester Research found that 61 percent of consumers opposed mobile ads in 2008, down significantly from 80 percent in 2006. Not surprisingly, young consumers were more open to mobile ads.
Mobile marketing has been a workshop topic at previous NACStech events. Be sure to register for next year?s NACStech beginning January 11, which will take place May 5 to 7 in New Orleans.
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