TITLE

Case study: BP Wild Bean Café

PUB. DATE
April 2007
SOURCE
New Media Age;4/26/2007 Web Analytics Supplement, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Case Study
ABSTRACT
This article presents the case of BP's Wild Bean Cafés which implemented a mobile vouchering solution that drove customers in store. The objectives of this mobile marketing effort are to build consumer insight, raise awareness of the Wild Bean Café brand name and its coffee, and build a new promotions channel and increase foot traffic. Mobile marketing agency Enpocket was hired by BP to launch a secure mobile voucher scheme that covered 1,000 enabled stores. The mobile technology allowed BP to assess the figures of messages sent, vouchers requested and the response rates to each of the competitions that were conducted across media channels. During the first campaign, there were 55,000 voucher requests and response rates of up to 10%.
ACCESSION #
25013739

 

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics