PizzaExpress is rolling out a mobile campaign that encourages customers to vote for the pizza that they would like to see on the restaurant?s menu via SMS.

The company is running the program through Nov. 14. PizzaExpress partnered with MePlease for the mobile initiative.

?The strategy is to help PizzaExpress engage with all of their customers on any mobile phone," said Steve Jarrett, founder/CEO of MePlease, London. ?MePlease is all about enabling customers to get special treatment from businesses they like.

?Right now our focus is to feature this on any phone,? he said. ?And to provide the richest possible experience.?

PizzaExpress is a popular restaurant in Britain and now has more than 370 locations.

MePlease has created an integrated social media and mobile platform that transforms the relationship between businesses and their customers. 

MePlease?s clients include PizzaExpress, Cineworld, Jack Wills, Nimax Theatre Group, Jongleur?s Comedy Clubs, Ted Baker, Waxy O?Connors? Pubs, Got Fitness and Fancy Dress.

Pizza please
The ?Create Your Pizza Challenge? has drawn 50,000 entries so far.

PizzaExpress is featuring on-table displays in every location that informs customers that they can text-in their vote for one of the five finalist pizzas they would like to see on the menu.

Once customers text-in, they can also post their votes directly to Facebook.

?PizzaExpress is a very large brand in Britain,? said Mr. Jarrett. ?The main thing is to bridge between mobile and social media.

?For us, we?ve enabled the ability to share these campaigns and share them through any phone,? he said. ?Mobile is critical, it?s by far the most personalized technology invented and it?s the best tool to use to drive consumers into a physical place.?

Mobile express
PizzaExpress used MePlease?s mobile social platform to make its marketing campaign interactive, measurable and shareable.

The platform lets companies include voting, competitions, customer feedback and location check-ins.

In addition to the on-table displays PizzaExpress is using, the company is also getting the word out and encouraging consumers to vote via Facebook.

?Form of marketing, broadcast marketing, personal one to one relations, that?s what mobile and social media is all about,? Mr. Jarrett said. ?We?re helping PizzaExpress in general improve engagements with their customers ? part of it is a major relaunch of their brand.

?We have similar engagements with other customers,? he said. ?To attract new customers, but also engage and reward their existing customers.?