3Ci, Taco Cabana and Calise & Sedei, the agency for the retail food chain, recently launched a mobile marketing campaign aimed at building a mobile database and testing the effectiveness of mobile marketing – and the early results show the immediate, positive impact of mobile! To build their mobile database, Taco Cabana took a two pronged approach over six days of promotion. First, a call to action was promoted at SanAntonio Spurs games asking fans to text in their vote for the best “kissingcam” couple and they would receive a mobile coupon for a free taco. Second, in store point of purchase promos called for fans to text in for a chance to win Spurs tickets. Taco Cabana then sent out a text message to the mobile consumers in their database, asking them to opt-in to the Taco Cabana mobile club and get a coupon for a free order of nachos.
An astounding 22% of the consumers were converted into mobile club members who will receive coupons on their mobile phones. In addition, they saw a 10% redemption rate on the coupons delivered during the promotions. Due to the overwhelming success of this test, 3Ci’s team is currently working with Taco Cabana to build additional mobile marketing campaigns that will
further build their mobile database and drive foot traffic to retail stores.