Case Studies

CASE STUDY # 1

Date:  Sun, 05-Dec-2004 Section: Consumer Packaged Goods Brand: Dunkin’ Donuts Company: Enpocket

GOALS

• Entice trial of Dunkin’ Donuts hot lattes to high school/college age students in the Boston area
• Drive in-store redemption of $0.99 small hot latte mobile coupon in month of October

MECHANICS
The SMS offer was sent to 7,500 targeted opt-ins.  Boston radio DJ’s invited participation; “text in to DD-123” each Thursday morning.  In addition, 400,000 Mobile Internet (WAP) ads ran in Boston targeted content.  Over 1,000 Dunkin’ Donuts franchise owners and workers were educated with marketing materials about how to help consumers redeem the SMS coupons.

RESULTS
The targeted WAP and SMS messaging coupled with radio created a 21 percent increase in store traffic and redemption of the mobile coupon.  The SMS message promoted the viral element of the coupon.  This proved to be a very beneficial aspect of the campaign, in that 17 percent of participants forwarded or showed the message to a friend.  In the research subsequent to the campaign, 35 percent considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts.

This Case Study comes from MMA Global.

CASE STUDY # 2

SoCal McDonald's reaching out through text messages

Southern California McDonald's restaurants are reaching out to customers through their cell phones.

In a new promotion targeted mostly to young adults, a customer can use their cell phone to send a text message code (sending the word "McFlurry" to 73260) and receive an electronic coupon redeemable for a free McFlurry dessert at participating McDonald's (NYSE: MCD) restaurants. Users can also get a coupon through the Web site www.mobilestr33t.com.

The idea comes from the McDonald's Operators' Association of Southern California, comprised of more than 600 franchised and company-owned restaurants in the counties of Los Angeles, Orange, Riverside, San Bernardino and Ventura, and the parent of mobilestr33t.com, Gamut Industries LLC, a San Fransisco mobile marketing company.

"As a leader in the food industry, McDonald's continues to provide customers choices and offers that fit in with their lifestyles," Clayton Paschen III, president of the MOASC, said in a statement.

This Case Study comes from
Los Angeles Business from bizjournals - October 20, 2005

CASE STUDY # 3

Campaign - MERRY XMAS IN THE RESTAURANT McDonald’s makes everyone a winner - Just send a SMS to Santa & get your gift within seconds.

GOALS
Create a new mass market sweepstake mechanism for McDonald’s Italy where consumers can participate and win directly in the restaurant. Bind winning a prize to the purchase of the product & activate POS to increase response.

IDEA
Print unique codes on cups for consumers to send in with 1 text message – right in the restaurant. The revolutionary idea: Every code wins - for the first time even physical prizes. Presents ranged from mobile content such as personal calls from Santa, sending postcards to friends, personal photos with Santa to attractive physical prizes like prepaid credit cards with 20.000 Euro, 13.000 x free airtime and 150 mobile phones. This innovative prize pyramid combining physical prizes with millions of digital presents was shown on TV and in the restaurants (on products, traymats, menu boards, etc.). SMS & WIN granted customers a very Merry Christmas!  

RESULTS
A stunning 25% response rate - with more than 1.5 million participations in five weeks. The best result of a McDonald’s mobile marketing campaign ever.

This Case Study comes from MMA Global.