Today I was encouraged to see a leading brand such as Pizza Hut taking a strategic view of mobile marketing, by focusing on developing the basis for ongoing dialogues with its customers – a mobile data asset. Consider the following quotes from this article posted at MobileMarketer.com:
“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.”
and
“The results were outstanding, and more than enabled the client to build a vast mobile database which they could use for future marketing.”
The pizza chain’s creative application of a text message sweepstakes was driven by another strategic imperative around using mobile — cutting through the clutter of competitors and other messages:
“Pizza Hut was faced with the challenge of trying to find a way to make its new product launch stand-out from all of the other offerings being launched by competitors in the same market.”
Not only is Pizza Hut building a foundation on top of which it can craft new mobile programs, it is also considering the entire mobile experience as part of its plans. The above quotes refer to their recent text messaging promotion for Hershey’s Dunkers, yet Pizza Hut has been viewing the mobile channel more holistically for some time.
The article points to Pizza Hut’s recent launch of an iPhone-based order placing application, and a Chinese-only market promotion whereby customers snapped photos of ad materials with mobile devices that could be redeemed for discounts and other prizes.
Driven by the launch of a new product amid an environment of competing messages, Pizza Hut is applying mobile marketing best practices by taking a data-centric approach emphasizing an iterative, ongoing dialogue with its customers considering the entire mobile experience. Other marketers should take note.
Trackbacks: