| Marketing Direct |
| Thursday, 30 September 2004 | |
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Intelligence Awards 2004 - Orange had already established a relationship with the film industry through its advertising and sponsorship. Project - Orange Wednesdays Company - Flytxt Client - Orange Orange joined forces with Flytxt to develop the first nationwide implementation of mobile couponing. With more than 2,000 mobile voucher redemption terminals across cinemas in the UK, and more than 300,000 customers signing up for the deal in the first two months alone, it needed to be a slick operation. Mobile customers request the voucher by texting the keyword 'film' to the number 241, or via a WAP or interactive voice response interface. In response, they receive a mobile voucher with a unique code. Staff at participating cinemas use redemption units to input the codes. These are collated in real-time against a central database via GPRS to ensure their validity. Flytxt also developed a delivery and redemption mechanic for the vouchers, tracking information on all vouchers requested and redeemed, as well as segmentation data in real time on users' film and cinema habits. The campaign enables Orange to bring its sponsorship of film directly to customers through their phones. It not only provides it with vital customer data, giving regular reports on the mobile vouchers requested and redeemed, but also gives cinemas data on what's being watched where. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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