Redbox reaches 1.3M SMS messages during mobile promotion
Redbox reached more than 1.3 million text messages during its 10 Days of Deals promotion that drove consumers to rent its movies by offering them deals.
According to redbox, the promotion, which ran last week, was the most successful mobile sweepstakes it has ever run. The company offered consumers deals via the campaign - big or small.
"We see mobile as a direct connection to our customer base," said Gary Cohen, senior vice president of marketing and customer experience at redbox.
"The strategy for this campaign was to reward loyal and new customers with an exclusive SMS offer," he said. "Redbox SMS customers are the most engaged with our brand, making 10 Days of Deals the ultimate hyper-relevant SMS campaign for our value-driven redbox consumers.
Redbox kiosks are located at grocery stores, mass merchant retailers, drugstores, restaurants and convenience stores nationwide.
Consumers were encouraged to text the keyword DEALS to 727272 to receive a promo for 10 cents to $1.50 off a one-day rental.
To spread the word out about the promotion, redbox leveraged its kiosk presence through the placement of promotional stickers.
Additionally, the company activated its consumers base via email, social media outreach and public relations.
"Leveraging these assets helped to launch a word-of-mouth campaign strong enough to generate more than 1.5 million pull texts," Mr. Cohen.
"The fun, fast and easy attributes of our rental experience extend to our marketing efforts as well," he said.
Redbox is no stranger to mobile.
Earlier this year, the company unveiled a suite of new and enhanced mobile tools to stay head of the competition and let customers access their accounts via smartphones.
The company also rolled out a new Android app and an upgraded iPhone app.
"We're reaching consumers no matter where they are - through our kiosk presence at grocery stores, while commuting on the train with their mobile phone or surfing the Web on the weekend at home - and allowing them to engage in a two-way dialogue with the brand," Mr. Cohen said.