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Dave & Buster?s taps mobile ads to build email database

Dave & Buster?s is using mobile advertising to build its email database list and attract new customers with incentives.

The company is running the mobile ads within Pandora?s iPhone application. Dave & Buster?s is offering consumers a discount when they tap on the mobile ad.

?Mobile campaign ROI can be measured in many ways,? said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston.

?For a retailer, linking click-throughs to a mobile-optimized site links up mobile ads to new mobile commerce transactions,? he said. ?For a restaurant chain like Dave & Buster?s, it might be just as valuable to capture opt-in personal emails, so these interested and prequalified customers can be awarded with special offers or promotions.

Mr. Kerr is not affiliated with Dave & Buster?s. He commented based on his expertise on the subject.

Dave & Buster?s did not respond to press inquiries.

Mobile game
The Dave & Buster?s mobile ad reads ?Who Needs the Beach? Party Here! Get a Special Spring Break Offer.?

When consumers tap on the ad they are redirected to a mobile landing page where they are encouraged to fill out a form.

When users enter their name and email address they will receive a $20 free game play when they purchase a $20 game play.

Below the form, users can check if they want to be sent email offers from Dave & Buster?s.

After consumers fill out the form, they receive and email with the discount.

Additionally, consumers can find the nearest Dave & Buster?s location via the mobile landing page.

Increase consumers
An incentive such as this is a great way for Dave & Buster?s to build its email database.

Consumers are always on the lookout for deals and by offering them an incentive ? in this case a $20 free game play ? they are more inclined to fill out a form and enter their information.

Additionally, this campaign is good for the company because it helps Dave & Buster?s engage its current customers, as well as attract new ones. 

?Email remains a powerful way to reach consumers and it can deliver coupons, new menu introductions, and Dave & Buster?s game credits, to help drive foot traffic,? Mr. Kerr said.

?Remember, most consumers use their smartphones to access their emails every day so, in this way, email marketing is mobile marketing,? he said. 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York