Industry Case Study: Dunkin Donuts

OBJECTIVE: Increase sales for company

STRATEGY: As a result of an SMS-based marketing campaign, customers were able to get coupons for Dunkin Donuts goods by using their mobile handsets to respond to advertisements displayed on store notice boards, billboards and on the radio. By sending a short message to the published numbers, users receive an immediate reply featuring a free gift coupon or special offer exchangeable at local outlets.

RESULTS: Sales were reportedly up 9% within the first three weeks of the campaign. By enticing consumers to request special offers, Dunkin Donuts ensures that they achieve a great consumer push without running the risk of breaking down the client relationship by contributing to the wealth of ‘spam’.

SOURCE: Plusone