jump to navigation

Popeye’s mobile campaign garners 54 percent opt-in July 3, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: , , , , , , , , , , , , , , ,
trackback

By Giselle Tsirulnik, June 30, 2009

Popeyes chicken

Popeye’s mobile coupon campaign that promotes the fast food chain’s three-piece chicken dinner has achieved a 54 percent double opt-in.

Popeye'sCox 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 STOP@anytime. 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 Popeye’s mobile service provider.

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, including a mobile couponing campaign offering free two-piece chicken dinners (see story).

___________________________________________________________

While results of 54% opt-in are certainly not standard for mobile marketing, the results ARE typically much higher than most traditional forms of marketing.  Results of 10 – 15% are fairly standard, though many mobile campaigns have achieved a response rate as high as 30%, compared to direct mail which typically results in a 2 – 3% response rate.

Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, mobile marketing articles within this blog, or contact us directly via the website or email at info@strategicgrowthconcepts.com for a FREE initial consultation.

Comments»

1. Marketing Using Video - May 27, 2011

The chicken may not be the best for one’s calorie consumption but Popeye’s marketing strategy is a winner!

2. Popeye’s Mobile Campaign Garners 54% Opt-in « Cameron Miller's Musings - January 2, 2011

[...] Popeye’s mobile campaign garners 54 percent opt-in « Marketing with New Technology. [...]

3. Mobile Marketing – What’s All the Hype About? | Mobile Monday – Michigan - June 12, 2010

[...] to use with an exceptional return-on-investment.  While some firms have achieved an ROI as high as 54% or 62%, typical results range between 7 – 15%; still quite high as compared with more [...]

4. Mobile Marketing – What’s All the Hype About? « Marketing with New Technology - April 16, 2010

[...] to use with an exceptional return-on-investment.  While some firms have achieved an ROI as high as 54% or 62%, typical results range between 7 – 15%; still quite high as compared with more [...]

5. Exclusive Mobile Marketing Program for Franchise Organizations « franchisEssentials - April 12, 2010

[...] Popeye’s Mobile Campaign Garners 54% Opt-in [...]

6. Television-Technology » Hypnosis - The Truth Finally Revealed - by Alan B. Densky, CH - July 4, 2009

[...] Popeye's mobile campaign garners 54 percent opt-in « Marketing …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 … [...]

7. Popeye’s mobile campaign garners 54 percent opt-in « Marketing … | YoGoG.com - July 4, 2009

[...] Go to Source [...]

8. Blog Fast Food » Blog Archive » Popeye's mobile campaign garners 54 percent opt-in « Marketing … - July 4, 2009

[...] a 3 pc dinner & medium drink. Hurry into Popeye’s TODAY offer ends 7/31/09.” … Go to Source Related Posts:Jumptap Launches Hardee's Mobile Campaign for Their New Biscuit Holes … – Market [...]

9. dreamwalk - July 4, 2009

Mobile ads + coupons is definitely where advertising is headed. With response rates like 54% it’s hard to ignore. Add LBS to the mix and who knows how high it could go. Anyone can utilize the latest mobile ads and deliver free giveaways to mobile users using DreamWalk. Check it out here http://www.dreamwalkmobile.com


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 2,893 other followers

%d bloggers like this: