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Target intensifies mobile coupon push via interactive marketing campaign

By
March 25, 2013

Target is using a combination of mobile advertising, SMS and its mobile site to educate consumers about the company’s mobile coupon initiative and encourage them to save money on several of their favorite products.

The company is running the mobile campaign within The Weather Channel’s iPhone application. Target has relied on mobile advertising in the past to drive in-store traffic, as well as mobile app and mobile site revenue.

“At Target, our goal is to engage guests in the most relevant channels, and provide them with a great experience – anytime, anywhere,” said Eddie Baeb, a spokesman for Target.

“Mobile continues to play a significant role in our marketing campaigns,” he said. “Given the time our guests spend on their mobile devices, we know many like to receive offers via mobile and text message.”

Building up
The Target mobile ad reads “Click to text “UPUP” to 827438 (TARGET) for coupons.

When users tap on the mobile ad, they are redirected to their SMS app that already has the short code 827438 filled in.

From there, consumers have the option of texting the keyword UPUP.

If they choose to opt-in, users receive a message from Target that includes a link to its mobile site where they can learn more about the company’s mobile coupons.

When consumers click on the link, they are taken to the retailer’s mobile-optimized site where they can get coupons for their favorite Up & Up products, which expire on April 27.

The landing page features a mobile bar code that includes several coupons on many Up & Up products.

Consumers can show their phone at a Target in-store location to redeem them at the point-of-sale.

Past efforts
Target has been strengthening its mobile offerings for years.

Last year, Target ramped up its holiday efforts with a QR code initiative that let consumers scan the mobile bar codes featured on several products in-store and buy the items via their smartphones (see story).

The company also launched a limited-run mobile game for its Super Bowl XLVII advertising within its mobile apps and optimized site to connect with consumers through relevant content and promotions (see story).

Most recently, Target and Fast Company’s new vertical Co.Labs launched a competition that enticed developers to create an innovative mobile experience for the retailer.

Developers are challenged to create either a mobile application or mobile-enabled Web design. The grand prize winner will receive $75,000 (see story).

“As part of this new up & up campaign, guests are invited to text Target to receive one-time only offers,” Mr. Baeb said. “Guests who text to receive the coupons will not be opted into our SMS database.

“We do separately offer a mobile coupon program where guests opt in to receive mobile coupons approximately twice a month via text message or through Target’s app,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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