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Little Caesars Pizza dips its toes in mobile to solidify brand awarenessBy
The company is running the mobile campaign within Pandora’s iPhone app. Little Caesars has been steadily building up its mobile presence over the past few years.
“The ad completed by Little Caesars was a clear action oriented ad with two very well stated deals, the fine print could cause a hiccup with the wording ‘available at participating locations only’ – when the ad is clicked through to the mobile optimized site, the locator section could be GPS enabled for quicker access to the nearest location, and having the locations tagged with a notice that the offer promoted is available could save drive time or a need to call the nearest location prior to the trip,” said Marci Troutman, CEO of SiteMinis, Atlanta.
Ms. Troutman is not affiliated with Little Caesars Pizza. She commented based on her expertise on the subject.
Little Caesars Pizza did not repsond to press inquiries.
Little Caesars is running full-page audio and expandable ads.
The mobile ads promote the company’s $5 Hot-N-Ready Pepperoni pizzas, as well as the $8 Hot-N-Ready 3 Meat Treat pies.
When consumers tap on the mobile campaigns, they are redirected to the company’s mobile site where they can look for the nearest location.
Additionally, consumers can browse the company’s menu to browse what other items it is offering and users can also learn more about the company.
An initiative such as this helps build brand awareness.
Consumers are constantly on their mobile devices and marketers who incorporate mobile advertising into their campaigns can reach them.
In this case, Little Caesars is offering deals and specials, which is a great incentive to get that click-through.
Little Caesars is not the only pizza franchise turning to mobile advertising to drive sales.
Companies such as Pizza Hut and Domino’s have relied heavily on the channel to get consumers to their mobile orders up.
“As mobile is so relevant to real time action companies must think about the engagement with the consumer and minimize the risk of a poor customer interaction,” Ms. Troutman said.
Rimma Kats is associate editor on Mobile Commerce Daily, New York
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