BP coffee shops run targeted m-voucher incentive scheme
A new mobile marketing campaign has been launched by BP in the UK, using mobile vouchers to drive visits to its Wild Bean cafes. The programme is based on technology from mobile marketing firm Enpocket and mobile promotional currency provider i-Movo.
The new cross-channel promotion is available throughout 173 branches in the UK, and invites customers to enter competitions to win SatNav systems and cash prizes.
Each entrant is sent a voucher by text message for a free Wild Bean coffee. The unique number within each message is keyed into a payment terminal at any of the 173 participating BP Connect locations throughout south east England and central Scotland. The voucher is validated in real-time, and exchanged for a free drink.
The technology Enpocket's technology is being used to run the competitions, send out the vouchers, and manage the BP customer database, while i-Movo's technology is installed at BP Connect sites to enable the real-time redemption of voucher codes. Each voucher can be used only once, allowing BP to control the value of rewards given to customers without risk.
"This is the first time we have tried such a marketing tool to attract customers to try our coffee," said Richard Smuts, advertising and communications manager for Wild Bean. "The thing which is really attractive for us is the real-time nature of the system, which helps us understand the effectiveness of the multiple online and radio advertising campaigns we have invested in to support the promotion - and we get to know exactly which customers have redeemed their vouchers, where, and when."
Promotion The campaign allows BP to create special offers and deliver them to specifically targeted consumer segments. The promotion is being concluded on the internet, through banners ads on sites such as Multimap.com and TheAA.com, through promotions on Heart FM radio, and via posters in-store and at BP Connect fuel forecourts.
Although the first campaign is focused on south east England and central Scotland, the system is now set up to power nationwide campaigns for BP and its partners across all of BP's UK sites, if required.
According to David Barker, managing director for Enpocket, "We teamed up with i-Movo as its solution is quick to deploy and uses existing credit card terminal infrastructure, so there was no requirement for additional capital investment."