Industry Case Study: Village Inn’s Mobile Coupon Campaign

Campaign Overview: National dining franchise Village Inn wanted to create a mobile channel to attract consumers, reward loyal customers and promote the restaurant’s Mobile VIP Club program.

Mobile Objectives: 1) Drive consumers to Village Inn locations in Phoenix, AZ, increase sales and alert interested consumers of coupons, special offers, promotions and new dishes. 2) Create and build exclusive Village Inn Mobile VIP Club lists for loyal customers to receive updates on promotions, discounts and sweepstakes.

Marketing Tactics: The Village Inn placed mobile calls-to-action inside the chain’s Phoenix locations and on television spots for subscribers to receive mobile coupons. Village Inn customers and television viewers were asked to text CREPES to 74642 to receive coupons. Users opted-in and received a text message that included a mobile coupon, then received a second text asking them if they were interested in joining the Village Inn VIP Club.

Campaign Results: The total percentage of double opt-ins was 30 percent, according to Village Inn and 100 percent of the offers were redeemed.

For more information on mobile marketing, Waterfall Mobile, please visit www.waterfallmobile.com or contact sales@waterfallmobile.com.