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SMS case study – Frisch’s Big Boy RestaurantBy
Name and city and state of marketer
Frisch’s Big Boy Restaurant
Name and city and state of agency or marketing services firm
Ping Mobile, Englewood Cliffs, NJ and Insight Media, Madisonville, KY
Frisch’s Big Boy Sweepstakes
Common short code and keywords used
Consumers were asked to text the keyword BIGBOY, SHAKES, or SMOOTHIE to short code 74642.
The goal of the campaign was to drive traffic to Frisch’s restaurants and to promote a newly released product range including new burgers, shakes and smoothies.
The campaign also sought to increase brand awareness among the target demographic and ultimately drive sales in specific local markets.
The campaign targeted adults aged 18-35 in the Northern Kentucky, Lexington and Louisville markets.
Insight Media managed the advertising of the campaign. Calls to action encouraging consumers to text in ran on cable channels that reach Frisch’s target demographic.
Three separate keywords were used, one for each of the three targeted geographical markets, which enabled Ping Mobile to track the progress of the campaign in each market and for the advertising spend to be optimized accordingly.
Call to action
The call to action offered consumers a chance to win a “Summer Blast Giveaway” grand prize pack which included a $50 Frisch’s restaurant gift card, a $100 American Express gift card, tickets to Kings Island Amusement Park, and tickets to a local sporting event.
Consumers entered the sweepstakes by texting the advertised keyword in to the short code.
When consumers texted in they were sent a double opt-in request and offered another ten chances to win should they accept.
Additionally, Ping Mobile monitored the time slots of the day which received most consumer activity.
This enabled Insight Media to distinguish which commercial time spots were most successful in reaching the target viewers so that they could further optimize the campaign.
The campaign was a tremendous success generating thousands of text-ins from the three markets and demonstrating vast consumer interest to participate in the sweepstakes.
Furthermore, 57 percent of those that entered elected to double opt-in to receive additional messages from Frisch’s.
The campaign increased brand awareness as well as sales and enabled Frisch’s to interact with their consumers through a new and effective medium.
Frisch’s has created and built up three sizeable mobile customer databases, allowing them to market to a large consumer base within a specific location at any time.
Frisch’s will continue to communicate with these consumers to increase brand awareness and further drive sales.
“One of the reasons our in-house consultants feel the campaign provided such an outstanding performance is because of the broad applicability of the prize. Virtually any consumer would enjoy a gift card to a restaurant and surely all consumers would be enticed by an American Express gift card.” — Shuli Lowy, client services manager, Ping Mobile.
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