Industry Case Study: Little Caesars Mobile Campaign Results in 62 % Opt-In
Campaign Background
Detroit-based Little Caesars Enterprises Inc. says it is the largest carry-out pizza chain in the world with restaurants on five continents. Little Caesars wanted to experiment with mobile marketing outreach and track and compare results against traditional marketing.
Campaign Objectives
Little Caesars wanted to create a mobile marketing sweepstakes and build a subscriber list of loyal customers for future marketing campaigns. The pizza chain also wanted to increase brand visibility during the economic downturn holiday season with consumers and lead them to retail outlets for special promotions and discounts.
Marketing Tactics
The pizza chain ran TV advertisements and consumers simply text CRAZY to the campaign shortcode and enter to win a Nintendo Wii and a free Crazy Bread mobile coupon.
Viewers that texted to enter the sweepstakes received the message:
“Success! U R entered 2 Win the Nintendo Wii! Show this msg @ Little Caesars 4 FREE Crazy Bread when U buy a 3 Meat Treat Pizza!”
The second message subscribers received:
“Reply YES for 10 more entries 2win & get promotions from Little Caesars! 4msgs/mo. std txt rates apply. Reply YES Now!”
The last message subscribers received:
“Success! U have 11 entries 2 Win & R entered! 2 quit text STOP anytime. Look 4 More Chances 2 Win on Ur Mobile Phone!”
Campaign Results
The Little Caesar mobile coupon component was appealing to interactive consumers of any age. Loyal consumers are willing to try promotional products or receive discounts or even free items. The strategy for Little Caesars’ mobile campaign was to test the effectiveness of sending promotional offers using a mobile advertising channel. For the first three weeks of the promotion, the Little Caesar mobile campaign resulted in a double opt-in rate of 62%.
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Industry Case Study: Johnson & Johnson’s IVR Mobile Campaign
Industry Case Study: Subway Celebrates with Mobile
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