Popeye's goes mobile -- campaign garners 54 percent opt-in

By Giselle Tsirulnik

Popeye's mobile coupon campaign that promotes the fast food chain's three-piece chicken dinner has achieved a 54 percent double opt-in.

Cox Media is running television spots in Wichita, KS, encouraging consumers to text the keyword POPEYES to short code 74642. Already 750 consumers have texted and more than 50 percent have opted in for future communications from Popeye's.

“This type of mobile advertising campaign was a perfect fit for the Popeye’s stores in Wichita,” said Mike Orr, account executive at Cox Media.

Consumers that texted in received a message that said, “Show this msg at Popeye’s Chicken & get a FREE 2PC DINNER with ur purchase of a 3 pc dinner & medium drink. Hurry into Popeye’s TODAY offer ends 7/31/09.”

Then consumers are asked whether they would like to join to receive future communications from Popeye's.

Consumers that join the Popeye's mobile VIP Club get the following message, “Success! UR in! To quit txt STOP@anytime. Don’t keep the savings to yourself - tell your family and friends to get in on it too by texting POPEYES to 269411!”

“The strategy for this client was to find a unique and fresh way of promoting their three piece dinner- combining a great promotional offer, with a spontaneous and convenient method of redemption,” said Shira Simmonds.

The results of this campaign show how positive an impact mobile marketing has had on the Popeye’s promotion.

Mobile was a perfect tool for the Popeye’s brand because it enabled them to reach out to their target demographic (families) via a medium that is not only accessible to them, but also one that is their most personal and convenient device.

Popeye’s also made sure that the offer was relevant and appealing to the target – a mobile coupon for a discount on dinner provides added-value to families in a time of economic uncertainty.