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Orange Leaf Frozen Yogurt enlists mobile to build email database

Orange Leaf Frozen Yogurt is running a sweepstakes to launch a new product that also aims to increase email opt-ins for the brand.

The sweepstakes is helping to launch a new Ghirardelli chocolate flavor of frozen yogurt that is available at all of the chain?s 300 locations. Orange Leaf Frozen Yogurt?s campaign runs through March 2.

?Technology trends and research show that the majority of today's consumers rely heavily on their mobile devices for everyday Internet browsing,? said Meredith Lynn, senior public relations associate at Orange Leaf Frozen Yogurt, Oklahoma City.

?Based on this research, we make it a top priority to optimize most of our campaigns as well as our iPhone and Android app and website so that they are mobile-friendly and easily accessible,? she said.

Mobile sweepstakes
Consumers who buy either a 16 or 24 ounce Ghirardelli frozen yogurt will receive a game card that includes a code that consumers can type into the microsite.

To enter the sweepstakes, consumers can enter their unique code in addition to their email address so that they can be contacted if they win.

At the bottom of the form, there is a button that automatically opts consumers into the brand?s email newsletter. If users do not want to receive email updates, they can un-click the button.

Boosting email sign-ups from a one-time sweepstakes is a smart way for Orange Leaf Frozen Yogurt to build a longer-lasting relationship with consumers.

Orange Leaf Frozen Yogurt is giving out one grand prize to Ghirardelli?s headquarters in San Francisco with airfare, a three night hotel stay and tickets to the 19th annual Chocolate Festival.

Additionally, five runner-ups will receive a gift card for one year?s worth of frozen yogurt.

In addition to entering the sweepstakes, consumers can view nutritional information and share content via Facebook and Twitter via the site.

Past mobile initiatives
Orange Leaf Frozen Yogurt originally rolled out an iPhone and Android app in May 2012 to combine social media and location-based offers (see story).

One of the app?s primary functions is to help show consumers which frozen yogurt flavors before heading to the store. The app also lets consumers vote on their favorite flavors.

For a chain that likely has a group of high-frequency consumers, mobile is playing a key role in how brands increase loyalty and dole out exclusive content.

Pinkberry, for example, also has a loyalty-based mobile app that lets consumers pay for their orders (see story). 

Orange Leaf Frozen Yogurt also has a few upcoming mobile initiatives in the works.

?We plan to release an app update in the second quarter, and are currently developing a new optimized franchising Web site, both of which will boost search results and be much more user friendly,? Ms. Lynn said.

?These advances will allow us to reach more people and engage with them via targeted, controlled media,? she said.