![pizza[1]](http://truenorthmetrics.files.wordpress.com/2009/08/pizza1.gif?w=500&h=334 "pizza[1]")
It seems that the good folk at Pizza Hut are continuing their foray into the mobile marketing space in the US with the commencement of some SMS engagement initiatives. Recently the Global pizza giant used SMS marketing to generate buzz about its new Hershey’s Dunkers offering and consequently built a mobile database of consumers to remarket to.
Television adverts included a call to action for customers to text the keyword HUT to short code 269411. Consumers who texted in were entered for a chance to win a Pizza Hut pizza, once a month, for a year straight.
A marketing executive involved with the campaign stated how she was impressed with the medium’s ability to connect with Pizza Hut’s key demographics, they used “TV spots to promote their new product, and at the end of the spot, they promoted the mobile call-to-action with an awesome sweepstakes attached”
“The combination of mobile and the sweepstakes offer of free pizza for a year proved to be an unbeatable combination,” she said. “The results were outstanding, and more than enabled the client to build a vast mobile database which they could use for future marketing.”
The campaign has proved immensely successful and in just two weeks the campaign has received more than 2,000 opt-ins and 54 percent moved on to double-opt-in.
Consumers who texted in received the following message: “Congrats! You are NOW entered 2 Win a free 1 topping pizza every month for a year from Pizza Hut! Winner notified via phone call on 8.23.09.”
Participants were then sent a confirmation and a chance to double-opt-in: “Reply YES Now for 10 more entries to WIN & to get Xclusives from Pizza Hut. max4msgs/mo. std txt rts apply. Reply YES Now!”
The final message said, “Success! You are subscribed! STOP 2 quit. HELP 4 help. Std msg chrgs apply. Look 4 exclusives on your Mobile Phone!”
Pizza Hut really seem to be making great inroads into usage of mobile marketing, and this example in particular would make interesting reading for Irish Pizza retailers like 4star and Apache.
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