Oct 1, 2008 6:04 AM, PROMO P&I, By Amy Johannes
NexCen Brands Tests Mobile Coupon Program
NexCen Brands' Marble Slab Creamery and MaggieMoo's Ice Cream & Treatery are hoping to drive store sales with a mobile coupon program.
Customers who text the word “slab” for Marble Slab and “moo” for MaggieMoo’s to shortcode 30364 will receive mobile coupons and other information regarding super premium ice cream products and promotions. The first mobile coupon will reward customers with $1 off any Tasty Creation or Fresh Escape ice cream combination at Marble Slab and MaggieMoo’s
Customers will receive additional offers through yearend, including special offers on holiday ice cream cakes, the company said.
NexCen Franchise Management, a division of NexCen Brands, is supporting the campaign.
“The mobile texting campaign is a way for both brands to engage customers through an innovative promotion,” Jenn Johnston, senior vice president of brand marketing for NexCen Franchise Management said in statement. “Mobile coupons resonate among young customers tapped into social media and the latest trends, while also appealing to their parents who enjoy convenient savings.”
Mobile coupons and discounts are a top incentive for consumers, a study from ABI Research found. Some 63% of respondents said a coupon would be the most effective incentive to get them to respond to a mobile marketing message, it said.
P-O-P, in-store signage and social media marketing on YouTube, Facebook and blogs support the campaign. Ogilvy PR handles PR efforts NexCen. Cellit is in charge of the text messaging aspect of the campaign. |
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