Westfield Valley Fair has partnered with Starbucks to engage consumers with promotions and discounts via an SMS mobile marketing campaign.

Phizzle powered the Starbuck?s Latte Love initiative for Westfield Valley Fair. Consumers were able to opt-in via SMS and receive $1 coupons for any Starbucks purchase of $4 or more within Westfield Valley Fair.

?In terms of mobile, our consumers are constantly evolving and we want to keep pace with that and by making it easy for consumers to stay informed,? said Laura Vestal, director of marketing at Westfield Valley Mall.

?Starbucks is appealing to so many consumers,? she said. ?They were eager to partner with us and develop a strategy to drive sales and traffic to their store.?

Phizzle is a mobile marketing technology company providing audience engagement solution to grow fan loyalty, drive monetization and harness brand equity. 

Engagement
The Westfield Valley Fair initiative extended the company?s capabilities that were intended to support digital efforts to connect with consumers by providing engaging mobile experiences.

Consumers are always on the go and they have their mobile devices with them.

According to Westfield Valley Fair, Phizzle helped track reports and analytics to the Latte Love campaign, which helped the company optimize its return on marketing investment and understand the shopper behavior.

?Mobile will be an important part of our campaign,? Ms. Vestal said. ?Mobile is able to provide a measurable aspect to marketing campaigns that we are driving sales and traffic.

?We?re going to do another campaign with Phizzle and develop more of a sweepstakes aspect of it.?

Mobile promotion
The Westfield Valley Fair promotion of the campaign has been driven by signage throughout the center, as well as aggressive social media outreach inclusive of Twitter and Facebook.

?The strategy was to really help Westfield increase their email database and drive revenue for Starbucks,? said Ben Davis, CEO of Phizzle, San Francisco.

?SMS is immediate when you can receive a discount or coupon and actually redeem the offer and I think that it is very well received with all types of audiences,? he said. ?It?s very important to have an incentive.

?We have plans for one other promotion that will include a different type of offer.?