Globe mobile advertising service powers McCafe campaign

25 Aug

Globe Telecom and its mobile advertising partner, Out There Media (OTM), announced that its permission-based mobile advertising (m-ads) platform My Rewards, My Globe Plus have already signed up over two million opt-in subscribers since launching in November last year.

“This is another milestone for Globe as we continue to explore new revenue streams to sustain the growth of our business as well as drive innovation in the telecoms market,” said Minette Navarrete, Head for New Business of Globe. “We are pleased with the success of our mobile advertising platform as evidenced by our growing subscriber base.”

Fast food giant McDonald’s is one of the newest additions to the roster of brands using the m-ads platform to engage their target consumers. McDonald’s launched a multi-message engagement campaign to drive their target consumers to try their McCafe Iced Drinks. The campaign used a simple but effective SMS-based campaign directed towards a select audience aged 15-35 years old who are based in Makati.

With the promo’s availability focused on a specific area, McDonald’s utilized the m-ads service to communicate directly to its desired audience. The text message asked the target consumer’s favorite iced drink from the choices – mocha, latte and coffee, and matched it with a corresponding McCafe personality. Once the consumer replies, his or her McCafe personality is revealed, including an SMS voucher to claim his or her chosen iced drink for free at a McCafe Makati branch nearest him or her.

Results revealed that one out of three of the targeted consumer base responded to the text message, providing McCafe high-value insights regarding product preferences of their consumers. Redemption statistics was at an all-time high of 89%, driving customers to stores and boosting actual trial of the McCafe Iced Drinks.

“We were very eager to reach our targeted consumers via this SMS campaign. Through the m-ads service of Globe, we wanted to drive consumer awareness, find out which among our iced drink variants is the most favorite, and increase foot traffic and product trial in our stores,” said Margot Torres, Vice President for Marketing of McDonald’s. “The results of the campaign shows promise and proves that the mobile phone has become such a powerful medium in connecting with consumers of today. We look forward to more campaigns of this kind in the future as we continue to create stronger brand affinity with our consumers.”

Mobile advertising has been proven across multiple markets throughout the world to increase customer loyalty, maximize ROI, deliver measurable results, boost sales, and produce impressive audience response rates for brands and agencies. In February this year, Clear and Sunsilk, two of the country’s biggest brands, effectively used the platform to engage and establish affinity with their target consumers towards their latest promos and offers.

My Rewards, My Globe Plus is a comprehensive, next-generation permission-based mobile advertising service for opt-in customers, allowing Globe and TM subscribers to choose to receive mobile ads they wish to receive from their preferred categories, be it fashion or food, from brands, products or services they would want to try in exchange for points redeemable against discounts and free gifts via the MyRewards MyGlobe and TM Astig Rewards loyalty programs.

Today, Out There Media has partnership agreements with 40 network operators across the globe, reaching approximately 500 million subscribers via its mobile advertising marketplace, Mobucks™. Mobucks™ is a cross-operator, cross-advertiser marketplace that matches demand and supply for advertising over mobile phones.

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Posted by on August 25, 2011 in Globe Telecom, Technology


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