Ad Age has a great mobile marketing success story:
You don't have to have a nine-figure ad budget to boost sales and get
your brand noticed -- but it could require some ingenuity. The Taco
Maker, a Puerto Rico-based fast-food chain, saw 21% same-store sales
increases in central Florida following a combination radio and
mobile-marketing promotion in which it offered free burritos.
The Taco Maker's agency, BxP Marketing, created a character it called Juan Maker, a gruff, mouthy guy with a thick accent, to make radio appearances and chat with DJs about freebies. The appearances were recorded live and then crafted into a series of 10 60-second spots that ran in central Florida for six weeks and offered a free one-pound Maker burrito to consumers who sent in a text as instructed by the commercial. The Taco Maker received nearly 5,000 texts and gave away nearly 2,500 burritos, a response rate of about 50%. The promotion sent same-store sales up 21% in the region, the chain said. Taco Maker CEO Carlos Budet said the character connected so well that consumers called the radio station asking to speak to Juan Maker.
The Taco Maker's agency, BxP Marketing, created a character it called Juan Maker, a gruff, mouthy guy with a thick accent, to make radio appearances and chat with DJs about freebies. The appearances were recorded live and then crafted into a series of 10 60-second spots that ran in central Florida for six weeks and offered a free one-pound Maker burrito to consumers who sent in a text as instructed by the commercial. The Taco Maker received nearly 5,000 texts and gave away nearly 2,500 burritos, a response rate of about 50%. The promotion sent same-store sales up 21% in the region, the chain said. Taco Maker CEO Carlos Budet said the character connected so well that consumers called the radio station asking to speak to Juan Maker.
Read more @ Ad Age.
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