Domino’s Pizza - Mobile commerce growing at astounding rate

Domino’s Pizza is driving traffic to its newly optimized mobile Web site with mobile advertising and seeing a surge in revenue from its mobile commerce platform.

While the pizza franchise continues to invest heavily in traditional media, it has seen significant growth from its mobile initiatives and plans to increase its investment in the mobile channel going forward. In addition to promoting its mobile site on Dominos.com and via email blasts, the company partners with mobile ad networks and with publishers directly to run banner ads across most of the top 10 mobile Web sites in the United States, including Pandora, ESPN and CNN.

“Mobile is a rapidly growing segment of our business, one that we expect to grow for years to come,” said Rob Weisberg, vice president of multimedia marketing at Domino’s Pizza, Ann Arbor, MI. “A major growth agent for our company over the last few years has been online ordering in the digital space. “A lot of what we get to see that’s occurring in our Asian markets and places like Iceland—mass consumer adoption of mobile commerce—it’s a crystal ball for what’s to come in the U.S. market.”

Mobile coupons have been increasingly relevant for consumers—and thus an increasingly effective tool for brands—during the current recession. Domino’s mobile coupons are tailored to consumers’ ordering history and are often time-sensitive. “We send out coupons via SMS that are relevant to you as an individual, an offer that’s strong and takes you to the site and all you have to do is hit confirm,” Mr. Weisberg said. “As far as our system-wide average, 85 percent of our business is delivery, and because of that, we know who you are, your name, address, phone number and what you’ve ordered in the past..

“By opting-in to receive these communications, you’re ensuring that you’ll receive the strongest deals Domino’s has to offer, mobile coupons that link directly back to our mobile ordering site,” he said. “In terms of ease and convenience of the transaction, mobile commerce can’t be beat.”

Domino’s believes that the importance of the mobile channel for its bottom line will only continue to grow.
“What gets us excited about the mobile space? You walk out of your home with your wallet, your keys and a third-screen—the three screens are TVs, computers and smartphones with a data plan,” Mr. Weisberg said.
“People are taking that third screen wherever they go, and mobile phones are one of the few things that aren’t shared, so we know exactly who we’re talking to via that mobile device,” he said. The hectic pace of modern life also makes mobile an indispensible channel for businesses. “Consumers are time starved, and as far as making meal decisions, 72 percent of consumers don’t know what they’re going to have for dinner at 4:30 p.m.,” Mr. Weisberg said. “Most people don’t plan that far ahead because of the time-starved nature of the world today, so our goal is to connect with consumers around that time of day, which is a major objective for quick-service restaurant companies like us. “The mobile screen is an opportunity to engage with them in a way that is relevant to them via SMS offers, mobile coupons,” he said. From Mobile Marketer at http://bit.ly/16Otap

For more information contact Andrew at damico@zipstripe.com

Hot Sauce SMS campaign sees 58 percent double opt-in

Baumer Foods' Crystal Hot Sauce ran a mobile campaign to build an opt-in mobile database of New Orleans Saints fans  for highly-targeted future marketing efforts - Crystal Hot Sauce used mobile as a means of creating an exciting brand image and building awareness among the 23-54 year old male sports-fan demographic

To accomplish this, Crystal Hot Sauce ran promotional spots as well as in-game telecast mentions on Cox Media’s CST network, during Saints’ games, prompting viewers to text to win a signed jersey and Crystal Hot Sauce gift pack. ”Crystal Hot Sauce and Baumer Foods are happy to be using mobile text advertising and the results speak for themselves,” said Tina Stubbs, marketing director at Crystal Hot Sauce, Metairie, LA. “We had an overwhelming response to our text sweepstakes and look forward to engaging with our customers, new and old, via this new marketing outlet.”

The results were astounding. On one Saturday alone, the campaign received in excess of 4,700 responses, and more than 54 percent of respondents double opted-in for future offers. To date this campaign has received more than 8,200 responses and achieved a double-opt-in rate of more than 58 percent.
 For more information contact Andrew at andrew@zipstripe.com

Price Cutter woos shoppers with mobile coupons

Price Cutter is using mobile to offer shoppers more convenience through coupons on the go and voice-recognition customer assistance.

“The strategy is to use the power of mobile to offer shoppers a new level of customer service that will make shopping at Price Cutter more convenient,” said Nathan Pettyjohn, CEO of Aisle411 Inc., St. Louis. "By using mobile to offer a customer service tool, Aisle411 and Price Cutter hope to gain the trust of consumers and thereby offer relevant promotional offers in the form of audio messages and mobile coupons.” Shoppers who call, state their location and the store, ask for the item and then receive the location of the product via an audio message and by text within seconds.

“It is our expectation that the mobile coupons offered through Aisle411 are at the peak of the purchasing cycle within the store, and we expect to see high redemption rates based on the timing of the SMS coupon delivery – within minutes or even seconds of a purchase,” Mr. Pettyjohn said. “With SMS, we’re also looking at bridging the gap between the more sophisticated phones that play video, by offering Web links that can display product demonstration videos or reviews for customers while they’re in store. From Mobile Marketer at http://bit.ly/EKaPl

For more information contact Andrew at damico@zipstripe.com

JCPenney Expands Initiative With Mobile

J. C. Penney Company Inc. launched a new application for Apple’s iPhone, putting style, quality and price right at the fingertips of consumers.

The JCPenney Weekly Deals application lets users browse a select group of store-advertised sale items that are featured in the latest weekend sales circular. Additionally, consumers can create a portable shopping list within the application by saving items as favorites. “The launch of the new JCPenney Weekly Deals application builds on the retailer's Know Before You Go initiative, which allows consumers to have the research on the best prices, style and discounts right in the palm of their hand — making shopping easy and efficient,” said Margot Inzetta, digital publicist at 360i, New York.

The strategy was based on the fact that shoppers increasingly do research online prior to visiting a store.
The JCPenney site added innovative features such as enhanced search capabilities and product information, merchandise availability at local stores, and the ability to view weekly sales circulars online, making shopping at JCPenney easier. Now with the launch of this new iPhone application, customers can check for the latest special offers and find the nearest store to either their current location or to a ZIP code/city name right from the palm of their hand. Weekly content updates to the application will be automatic and require no action by customers. 

Additionally, earlier this summer JCPenney launched its Schooled in Style: Smart Looks for Less, multichannel campaign for the 2009 back-to-school season.The campaign combined mobile, digital, social and traditional media such as events. The mobile aspects let teens sign-up to receive text messages on their mobile phones about back-to-school sales and special offers at JCPenney.

“Furthermore, with more than 13 million iPhone users in the U.S. — along with 12 million iPod Touch users who can also download apps – the launch of an iPhone app allows us to share our style, quality and affordable prices each week with a rapidly growing base of consumers,” he said.

For more information contact Andrew at damico@zipstripe.com

Audible adds Mobile Calls2Action to Traditional Ads

Audible.com has incorporated mobile into its more traditional marketing initiatives, offering free audiobook downloads to BlackBerry users.
Traditional ads include a mobile call to action, asking consumers to text AUDIBLE to short code 35620 to get Thomas Friedman’s No. 1 bestseller free. The mobile calls to action are present on New York City subway trains,  within New York Times and Wall Street Journal print ads, and online via banner ads.

“We are trying to offer customers a chance to have an instant interaction with our ad,” said Will Lopes, vice president of business development at Audible.com, Newark, NJ. “Offering the ability to text gives consumers an opportunity for instant gratification to a free piece of audio with no obligations.” Audible is a provider of audiobooks read by authors and celebrities in addition to magazines, radio shows, podcasts, stand-up comedy, and speeches. Users who use Audible can download to their computer or sync to a mobile device. Audible is a subsidiary of Amazon.com.

“The broader strategic goal is to target commuters and communicate the utility of using Audible while commuting, as well as engaging them with an offer to which they can respond immediately,” Mr. Lopes said. From Mobile Marketer at http://bit.ly/155z2K

For further information contact Andrew at damico@zipstripe.com

Network TV using Mobile for Roundtrips

Television networks are increasingly turning to the mobile channel to drive audiences back to the TV screen for the debut of the fall season entertainment line-up.

Networks are launching official iPhone applications as well as mobile sites. Additionally, text alerts are being used to remind viewers their favorite shows are returning.

CBS uses mobile video. Recaps, previews and behind-the-scenes videos see the most traction for CBS.

“Your phone is arguably the most personal device you own,” said Paul Scanlan, president of MobiTV," Emeryville, CA. “As better devices and better content continue to drive mobile TV growth, networks and advertisers have an opportunity to reach an ever-increasing audience in new and more personal ways." Features like interactivity and immediate calls-to-action unique to mobile TV offer the consumer an enriched viewing experience.

“[The experience is] something networks can capitalize on, especially for big events like season premieres," he said. "In fact, earlier this year, Showtime debuted the season premieres for three of their most popular programs on MobiTV in advance of the television airing.” Users can sign up on CBS.com to receive alerts about CBS programming from How I Met Your Mother to CSI: Crime Scene Investigation. In addition, SMS alert sign-ups exist on each of the show homepages on CBS.com. The network’s reality hit, Big Brother, uses mobile weekly. Viewers vote every week and have an impact on the show’s outcome. mobile marketing is going to become more personal and interactive in the future. He cited new applications and said they are a new generation and provide more interactivity.

“[Mobile is] a great medium,” he said. “Large percentages [of people] carry mobile devices with them. With mobile we can do things in real time and push alerts are very powerful. You may not even be thinking about CSI and then we can send an alert with something relevant to the show. “Devices are always connected and more interactivity means they’re always engaging.” From Mobile Marketer at http://bit.ly/z1Zvy

For more information contact mike@zipstripe.com

Churches use SMS to engage congregations nationwide

Christian churches nationwide are using text messaging to engage and communicate with their congregations. "Direct and to the point, the church's influence can extend beyond Sunday morning.

“Different churches do different things—they may ask questions about various topics with SMS surveys or polls, or run a scripture challenge using alert groups,” she said. “A high school ministry can send a scripture verse every day to give them something to think about and encourage them to pray every day. Questions are moderated and can be displayed on side-screens, a teleprompter or the facilitator’s mobile phone.

“Different ministries are trying different things such as live events on the weekends, where the audience members can text in questions while the pastor is teaching,” Ms. Baldwin said. “It’s changed the way they run their services so Q&A is incorporated, and the pastor can address those to the entire congregation,” she said.

“It’s great for people giving them a safe place to ask questions that they wouldn’t feel comfortable doing otherwise.”

The concept of writing prayer requests on a card at church and putting it into a box has evolved into texting in prayer requests at any time of day or night. From Mobile Marketer at http://bit.ly/Nsk6z

For more information contact teresa@zipstripe.com

ESPN - Mobile is their media "Glue"

ESPN digital media executives stressed that mobile is a key component of the sports network's overall multichannel portfolio of products and services and will only grow in importance going forward.

Given that ESPN operates in every channel one can think of -- television, print, online, radio and mobile -- the executives praised SMS in particular for connecting all of the various media and making them interactive. ESPN claims that it has the most-trafficked sports mobile Web site, the most-downloaded sports application for iPhone and the No. 1 sports SMS alerts service, as well as a growing amount of mobile video coverage.

"Mobile is the glue for everything we do," said Oke Okaro, vice president of ESPN Mobile, Bristol, CT. "It's an activation channel, a way to bring people into the fold, let them test the mobile waters and then bring people into more comprehensive platforms such as the mobile Web, applications and live video on the mobile phones... It's important to drive awareness and adoption of our mobile products and services, and integration with our TV programming is a great way to accomplish that," he said. "The X Games had robust mobile messaging campaigns that enabled people attending the events to text information to screens and vote on outcome of events themselves, which saw really good engagement.

"There are two mobile use cases: people looking to complete a specific task such as check a score, and people looking to kill time -- entertainment," he said. "We try to satisfy both." Smartphones drive 70 percent of our mobile Web traffic, with BlackBerry alone representing 40 percent, so it makes sense to bring this all-encompassing experience to BlackBerry devices," Mr. Okaro said. "It features contextual integration of sports data with video and alerts that bring you into the app so you can then consume the latest content.

"We want to use all different channels -- TV, print, online and radio -- and mobile is the glue that sticks everything together and drives engagement," he said. From Mobile Marketer at http://bit.ly/E9fud

For more information contact Andrew at damico@zipstripe.com

Actionable Alerts - cover your nsf?

“The various mobile products and services the Bank of Stockton offers Mobile Web, Mobile Text, Mobile Alerts, and in the fall, Actionable Alerts, which enable Bank of Stockton to have a hand-shake with its customers via their handsets

“We send an alert, for example, about insufficient funds, and give the customer the opportunity to respond to the bank with a 'yes' if they want us to transfer funds for them to cover the NSF,”.... “Actionable alerts provide even more value to the customer, since they not only deliver information that the customer wants to know, but allow action to be taken by the bank on their behalf.”

“One reason the Bank of Stockton has been so successful is that they’ve always looked at how to provide better service and improve their communications with customers, engaging customers early on via online banking,” said Joe Salesky, founder, chairman and chief strategy officer of ClairMail, Novato, CA. “They were also one of the earliest banks to embrace mobile.

“It’s an opportunity not just for customers to seek out information via mobile, but for the bank to proactively serve the customers via alerts,” he said. “They put up billboards to promote it, proving they saw mobile as a key channel. “They see the opportunity to deepen and evolve the relationship with their customers over time using mobile.” From Mobile Marketer at http://bit.ly/Nsk6z

For more information contact andrew@zipstripe.com

Future of SMS Marketing

SMS marketing is where Internet marketing was 10 years ago: still in its infancy, but evolving faster than anyone could imagine.

Everyone is texting. It is basically becoming more common than email and regular phone conversations.

Text is the future of communication. It is the backbone of teen and young adult's social lives and will grow with this new generation "Generation TEXT" into their professional lives. Even in daily business, text is how many meetings get scheduled.

Since people probably spend more time texting than watching TV, ads will naturally have to gravitate towards the viewers. We are starting to see that evolution now. More TV commercials are including a text component with text-to-win, viewer feedback and etcetera.

An effective mobile marketing campaign provides critical market research on a mass scale, which is much more effective than the use of focus groups. In addition to market research, mobile is a great way to drive sales while building a one-to-one relationship with the consumer.

Mobile introduces an entirely new relationship with the consumer. In the past it was one message to the masses. Today, using mobile, brands send the message of "How can I build a closer personal relationship with you, Mr. Consumer, and deliver exactly what you desire." From Mobile Marketer at http://bit.ly/11Mk1P

For more information contact mike@zipstripe.com

Pier 1 Imports launches 1st Mobile Effort

Pier 1 Imports is partnering with Barnes & Noble for an SMS sweepstakes as part of its efforts to reach a younger demographic.

The retail giant has deployed in-store mobile calls-to-action — signage next to the prize, a Papasan chair — in 100 Barnes & Noble bookstores near college campuses. Consumers who text in receive a text message confirming their registration in the sweepstakes and asking them to opt-in to receive promotional emails from Pier 1 Imports.

“This was our first time utilizing SMS as a channel, and we’re excited to be out there testing it,” said Jeff Haddox, direct marketing analyst at Pier 1 Imports, Ft. Worth, TX. “SMS made perfect sense for our partnership with Barnes & Noble. “The response rate would’ve been much lower without the direct call-to-action that SMS provides,” he said. “The Papasan chair is a tried-and-true Pier 1 product—it’s the ultimate reading chair—so it was the perfect incentive for the text-to-win campaign, and it fit well because it was sitting in a college bookstore.

“We’re reaching a younger demographic than we at Pier 1 haven’t have, and Barnes & Noble is a great partner that is well-versed in reaching that younger demographic .... We have to speak to a younger demographic in a different way,” he said. “We’re trying to engage them and getting them to come in-store, and there are various ways, including the SMS sweepstakes.” “For several years we’ve been trying to focus on a younger demographic, because Pier 1 customers get older and older every year and they aren’t making as many home purchases as college students and recent college grads,” he said. “Barnes & Noble reaches 6 million students, and we’re taken a fully integrated, layered approach.”

SMS is basically a data-capture vehicle, in that Pier 1 is not opting them into to an SMS program, but rather asking them for their email address. “The goal for the SMS initiative is integration with the email campaign, basically creating a trickle campaign on the back-end,” Mr. Haddox said. “Rather than lumping these college students in with our main marketing campaign, we’re segmenting them and treating them differently.

“College-age students are a tough group to communicate with, because they’re always on the go, and they’re not necessarily seeing our typical marketing vehicles such as direct mail and newspaper inserts,” he said. “We do run online banners and search ads, but we felt that a mobile component great way to reach them — better than traditional marketing vehicles.” From Mobile Marketer at http://bit.ly/2C6sM8

For more information contact Andrew at damico@zipstripe.com

Tennis tournament uses SMS & email to Connect with Fans

“We’re trying to interact with fans on a more intimate level and gauge their interest in participation via SMS during the event,” said Brandon Moore, social media manager for the Indianapolis Tennis Championships.

At the Indianapolis Tennis Championships, tournament officials ran an SMS campaign to drive newsletter signups via text messaging. The call-to-action asks fans to text keywords TENNISINDY SUBSCRIBE NEWS {EMAIL ADDRESS} to short code 88769 to join its biweekly eNewsletter subscriber list. The Indianapolis Tennis Championships has also sought out additional subscribers online and through radio advertisements with an SMS call-to-action. The tournament lets fans opt-in to receive voice-messaging updates and offers from the tournament and athletes.

The most recent technology addition to the tournament is the interactive text-message quizzes featured on the tournament’s Jumbotrons. The large screens featured trivia questions that let fans to reply with an answer via SMS for a chance to win prizes and discounts.

ExactTarget ran an SMS ticket promotion whereby fans could text in a keyword to receive a promotional code to be used at the Indianapolis Tennis Championships’ box office for buy-one-get-one free tickets. From Mobile Marketer at http://bit.ly/1EJo4S

For more information contact Andrew at damico@zipstripe.com

2,000 Opt-Ins to Pizza Hut Mobile Campaign

Quick-service restaurant Pizza Hut used mobile to generate buzz about its new Hershey’s Dunkers offering and built a mobile database of consumers to remarket to.

Calls to action ran on Cox Media's cable network asking viewers to text the keyword HUT to short code 269411. Consumers who texted in were entered for a chance to win a Pizza Hut pizza, once a month, for a year straight.

“Mobile was a great tool for this client because it offered a great way for the client to connect with their target demographic ... The combination of mobile and the sweepstakes offer of free pizza for a year proved to be an unbeatable combination,” she said. “The results were outstanding, and more than enabled the client to build a vast mobile database which they could use for future marketing.”

Ms. Simmonds said that in just two weeks the campaign has received more than 2,000 opt-ins and 54 percent moved on to double-opt-in.

Pizza Hut has been making a lot of headlines in the mobile space lately. Last month the company created a unique mobile ordering experience for its customers via an application that breaks traditional application boundaries. The fast-food chain launched an iPhone application that lets users order menu items from their phone. The application also serves as a source of entertainment for hungry customers waiting for their food delivery. From Mobile Marketer at http://bit.ly/3wUrkx

For information contact Andrew at damico@zipstripe.com

NY Mets launches SMS MLB campaign

The New York Mets have launched an in-stadium mobile campaign, sponsored by Xerox, Wise, Caesar’s and Verizon Wireless, for the 2009 Major League Baseball season and beyond.

The campaigns include a variety of sponsor-driven promotions as a means to engage fans and make the Citi Field experience even more fun and enjoyable. Mobile promotions run at all home games with SMS calls-to-action on the video board offering an opportunity for the fans to interact with the team and its sponsors.

“The Mets had a deal with Xerox, which wanted to be able to do a bunch of interactive mobile concepts to engage fans during the game, and Verizon, Xerox and the Mets agreed to do a cobranded graphic on the video screen,” said Michael Falato, vice president of sales and business development at Txtstation, Austin, TX.

Snack-food giant Wise sponsors the “Eighth-Inning Sing-Along,” with a call-to-action urging fans to vote using their handsets, texting their preferred keyword to a short code to weigh in to decide what song should be played during the 8th-inning break.

Luxury hotel and casino Caesar's Palace sponsors the Mets’ “Fan Forum,” letting fans send in user-generated content via text messages, giving fans the chance to express their take on a pre-determined subject.

“Txt-of-War” is another mobile featurewith an SMS voting format that pits opposing sides against each other. For example, fans have to choose between various keywords in a poll that compares interaction rates—the left side of stadium versus the right side or which state (NY, NJ or CT) has the best fans.

For each of the above promotions, voting results and content are displayed in real time on the video board in high definition, thus providing an interactive atmosphere for fans and brands.

“Participation has been great, and these guys at the Mets know how to activate a campaign, they know how to engage fans,” Mr. Falato said. “They’re getting fans excited the about mobile polls and other text-messaging initiatives we’re doing with them. From Mobile Marketer at http://bit.ly/IzGgr

For more information contact Andrew at damico@zipstripe.com

Ronald McDonald Mobile Charity Donations Fundraiser

The Ronald McDonald House Charities of Chicagoland and Northwest Indiana used mobile at Macy's Glamorama event to raise money to build the largest Ronald McDonald House in the world. The annual Glamorama fundraiser took place Aug. 21 in Chicago with musical performances and, fashion designers and celebrity appearances all focusing on the main goal of the event—raising money for charity.

To help achieve its fundraising goals goal, RMHC integrated an SMS campaign to let event guests donate to the charitable cause via text messaging. “When people are most inspired they will be able to donate to the worthy charity using the only form of media they have available at that time—their mobile phone.”

“The main strategy behind this campaign is to increase awareness of the Ronald McDonald House Charities and garner donations via a new interactive method to raise money to build the largest Ronald McDonald House in the world," said Jason George, CEO of Telescope Inc., Los Angeles. “Because it is in-venue, mobile offers a direct-response mechanic to engage fans at the event. Once engaged, the participants receive all the information of how to complete their donation online and can opt-in to receive updates and additional information on RMHC-CNI,” he said. "This is a great example of how mobile can be best used alongside other media to drive maximum benefit for the marketing partner.”

During the event, guests were shown a video presentation highlighting the role of Ronald McDonald House in keeping the families of hospitalized children together and the need for the new House. The video concludes with a call-to-action that asks the audience to text their donation amount to the short code 21523. After the audience texted in their pledge amount for the RMHC, they received a reply message confirming the amount and the Ronald McDonald House Charity Web link with instructions on how to complete their donation online. Attendees had the opportunity to opt-in to receive a reminder message from Ronald McDonald House Charities, as well as further information via SMS about upcoming RMHC events. From Mobile Marketer at http://bit.ly/3mWBt

For more information contact damico@zipstripe.com

Malls Using Mobile to Drive Traffic

Illinois' Promenade Bolingbrook mall is using the Mallfinder Network's mobile marketing service to help the shopping center and its retailers connect with mobile shoppers. The mall will be targeting mobile shoppers with SMS campaigns and a mobile Web site. Twenty shopping centers managed on behalf of Forest City Enterprises will use Mallfinder's mobile services.

“Mobile is not only the most direct and personal vehicle to engage with shoppers, but it’s also a marketer’s closest proximity to influence shoppers with they’re about to make a purchase decision,” said Lawrence Phipps, senior vice president of marketing and product strategy at Mallfinder Network, Denver. From Mobile Marketer at http://bit.ly/17wlYg

More information contact mike@zipstripe.com

Why Mobile for Pre-Christmas?

As the holiday season quickly approaches, marketers need to start their campaign planning. This year may be different than any other in terms of the role that mobile will play. Marketers have quickly come to embrace mobile and all that it offers in terms of a one-to-one communication vehicle. There is no doubt that we will start seeing a shift in how major brands and retailers market for the holidays. In addition, most major brands and retailers have decreased their advertising budgets, and managers will be looking for a more cost-effective and trackable solution in order to justify each dollar spent,” she said.

“In this regard, mobile is the most powerful marketing tool for these brands – it will allow them to place information directly into the hands of consumers, and quickly drive an increase in foot traffic at the point of sale.”

Advertisers have already begun their holiday marketing planning. As with other times of the year and all other campaigns, the key is to know one’s audience. Consumers are increasingly mobile, or on the go, and therefore the best way to reach out to them is on the device that they never leave home without – the mobile phone.

With the economic problems, marketers are looking for ways to save a buck or two, and because mobile is still a fairly new marketing medium the prices are still pretty low. The volume of holiday marketing campaigns makes mobile very attractive to marketers looking to break through the clutter. Marketers that leverage the channel will have a great vehicle to get through to and reach their target audience.

Last year, department store chain JC Pennry launched an integrated marketing campaign and mobile just happened to be one of the components. The campaign highlighted JCPenney's affordable gift assortment and invited customers to celebrate in the joy of giving during the holiday season.

But a new idea Mr. Everett is hearing about is tied into retailers overriding objective to get the customers into their stores first, before they've spent most of their holiday gift budgets. That is why the big chains have Thanksgiving newspaper inserts touting their "DOORBUSTER" promotions saying "doors will open at 5am or 6am" on Black Friday. Sometimes they open as early as midnight on Thursday.

“What we're hearing is that some marketers are considering a second chance promotion where they could now use SMS to inform their database of shoppers that they have a midday price break, say between 11 a.m. and 3 p.m., and note some of the bargains on offer,” Mr. Everett said.

“The idea is essentially a mid-day, real-time shout-out to their customer database to get them to abandon their current shopping destination and head over to the SMS store's side of the mall,” he said. “So if they can't get them in the morning, they can still try for half a loaf in the afternoon." From Mobile Marketer at http://bit.ly/6d2tC

For information contact Andrew damico@zipstripe.com

Goodyear SMS campaign sees 5.2 percent CTR

Tire-production giant Goodyear launched a mobile campaign to raise awareness in men, right in time for the winter.

The "Time For Winter Tires" promotional campaign ran in Poland during the last quarter of 2008, from Oct. 13-27. It was coordinated by Upgrade Interactive Marketing and included an SMS campaign and a mobile site. The target was male drivers aged 25-54, using mobile Internet,” said Kazimierz Piekarz, CEO of Upgrade Interactive Marketing, Warsaw, Poland. ”Or alternatively, men interested in purchasing winter tires of premium quality for their private cars.”

Time For Winter Tires was marketed via a personalized SMS campaign sent out to over 80 thousand men. The SMS contained and advertising message and WAP link to a mobile microsite.

“[The call to action] was encouraging potential customers to visit a mobile microsite,” Mr. Piekarz said. ” The message read translated into English: "It is time for Goodyear winter tires. Fifteen sets of tires and 15 mobile phones worth 25000 PLN to win! Visit wap.gy.plus.pl," he said.

Mr. Piekarz said that during the 15-day campaign there were more than 2.2 million impressions recorded. Mobile banners had a 3 percent click through rate while the SMS portion had 5.2 percent.

Goodyear is not the first to try and sell tires using mobile. In April, a BMW Germany mobile campaign was deployed to sell more winter tires and is said to have achieved a 30 percent conversion rate. From Mobile Marketer at http://bit.ly/wo979

For more information teresa@zipstripe.com

Petco and National Geographic Team Up for Mobile

The National Geographic Channel ran an SMS alert campaign promoting its “Dog Whisperer” program, which saw 2,000 opt-ins and prompted pet store giant Petco to come on board as a sponsor.

The campaign was launched in honor of the Dog Whisperer’s 100th episode with the intent to engage viewers and extend advertising opportunities for National Geographic. “Using the mobile phone as an additional communications channel makes the TV watching experience more interactive,” said Chris Brassington, group managing director at 2ergo, Manchester, Britain. The technology platform allowed NGC to automatically add new subscribers through a keyword-to-short-code system, easily upload tips content and schedule a specific send date and time, keeping the management time for the program at a minimum.

The initiative involved on-air calls-to-action along with an online call-to-action asking viewers to text the keyword DOG to the short code 64288 (NGCTV). After replying "yes" to the standard double-opt-in message, users are sent a tune-in reminder along with dog-training tips straight from the show’s star Cesar Milan four hours before the show airs on Friday nights.“Relevant and timely content that offers value to consumers should always take the lead in mobile marketing and messaging programs,” Mr. Brassington said. “You’ll get more subscribers who are more engaged and more likely to stay engaged with your brand over time.”After realizing the potential of this campaign, Petco chose to jump on board as a sponsor so that all SMS alerts would read “Sponsored by PETCO” and contain a mobile coupon code for 10 percent off purchases made at Petco.com.

“Not only can SMS drive viewership of the show through a timely text reminder, but SMS is more convenient for the viewer than making a phone call or going online to interact with the show,” Mr. Brassington said. From Mobile Marketer at http://bit.ly/n3YZW

For more information contact damico@zipstripe.com

Ace Hardware debuts Mobile Coupons

Ace Hardware has introduced a new mobile service that helps shoppers find products on store shelves and encourages repeat business with mobile coupons via text message that can be used immediately in the store where they are shopping.

If consumers would like a mobile coupon sent to their phone via SMS, they can say “Send coupons” to get a text message with a numeric coupon code that Ace enters into their point-of-sale system.

Some mobile coupons are dated for the following week, encouraging consumers to return at a later date to spend more. For example, a storewide promotion will offer consumers $5 off a $25 purchase at Ace Hardware via SMS. From Mobile Marketer at http://bit.ly/ixoVF

For more information contact andrew@zipstripe.com