Popeye's mobile campaign garners 54 percent opt-in
Popeye's mobile coupon campaign that promotes the fast food chain's three-piece chicken dinner has achieved a 54 percent double opt-in.
Cox Media is running television spots in Wichita, KS, encouraging consumers to text the keyword POPEYES to short code 74642. Ping Mobile powered the campaign. Already 750 consumers have texted and more than 50 percent have opted in for future communications from Popeye's.
"This type of mobile advertising campaign was a perfect fit for the Popeye's stores in Wichita," said Mike Orr, account executive at Cox Media.
"With the ability to directly engage clients with coupons and offers that provide the client with detailed feedback of what day of the week as well as what time of day that a response was generated from a product placed ad is a tremendous validation of return on investment," he said.
Consumers that texted in received a message that said, "Show this msg at Popeye's Chicken & get a FREE 2PC DINNER with ur purchase of a 3 pc dinner & medium drink. Hurry into Popeye's TODAY offer ends 7/31/09."
Then consumers are asked whether they would like to join to receive future communications from Popeye's.
The message says, "Reply YES to join the Popeye's Chicken VIP Club! U'll get MORE Xclusive offers just like this one right 2 ur phone! Mx3msg/mo. Std txt rts apply. Reply YES now!"
Consumers that join the Popeye's mobile VIP Club get the following message, "Success! UR in! To quit txt . Don't keep the savings to yourself - tell your family and friends to get in on it too by texting POPEYES to 269411!"
"The strategy for this client was to find a unique and fresh way of promoting their three piece dinner- combining a great promotional offer, with a spontaneous and convenient method of redemption," said Shira Simmonds, president of Ping Mobile, Englewood Cliffs, NJ.
The results of this campaign show how positive an impact mobile marketing has had on the Popeye's promotion.
Ms. Simmonds also said that the challenge for Popeye's was using a newer medium while retaining the traditionalism and authenticity of its brand.
In addition, Popeye's was faced with finding a way of integrating mobile into their redemption solutions.
Mobile was a perfect tool for the Popeye's brand because it enabled them to reach out to their target demographic (families) via a medium that is not only accessible to them, but also one that is their most personal and convenient device.
Popeye's also made sure that the offer was relevant and appealing to the target -- a mobile coupon for a discount on dinner provides added-value to families in a time of economic uncertainty.
The fast food chain is distributing its mobile coupons via other avenues as well.
Popeye's tapped Mobiqpons for a mobile couponing campaign offering free two-piece chicken dinners (see story).
"Popeye's communication with their audience via mobile has now provided them with a new form of contact that will inevitably broaden their audience," said Candice McFarlane, client service manager at Ping Mobile.