Mac and Text Combo
A Real Winner
21 February 2003
1.5 mill + Txt Msgs = Big :) 4 McD’s
If you thought txting was for kids, think again. Over one and a
half million messages can’t be wrong. Arguably New Zealand’s
most successful txt marketing campaign to date, combining fast food
and even faster prizes, it’s a match made in marketing heaven,
a super-txt instant combo with prizes-to-go and entrants galore.
McDonald’s Restaurants (New Zealand) Ltd’s innovative
txt-and-win holiday campaign, which finished last Friday, broke
the one and a half million text message barrier in five weeks and
then continued its run. It’s the highest number of txt responses
ever in a New Zealand multi-network campaign, according to Touchpoint,
the company providing the technology to manage this campaign.
With one in five valid entries winning an instant prize –
that’s hundreds of thousands of instant prizes – and
16 return trips to Australia as main prizes, consumers were strongly
tempted. And McDonald’s Manager of Marketing, Jason Paris,
says the company is delighted with the campaign’s success
– so much so that the company is considering using it as an
internal case study.
“We hoped that if we got all the elements right we could
break the one million response barrier,” says Jason. “This
campaign absolutely demolished it. That’s over one and a half
million direct contacts with McDonald’s customers –
over one and a half million touchpoints, and each one received an
instant response.”
McDonald’s had dual aims for the 5 week campaign: an in-store
trade up promotion, and actively building a quality database by
signing customers up to receiving future promotions.
“Touchpoint’s campaign met all our targets in terms
of innovation, consumer response rate, speed of response, accuracy
and return on investment. It gave us an immediate and extraordinarily
accurate picture of response patterns, which allowed us to fine
tune the campaign as it developed. We regard it as an unqualified
success.”
The secret was in getting the multi-channel mix right and using
traditional media to drive the purchase-and-respond combination.
The campaign started on 26 December and was promoted through television,
radio and outdoor advertising until 31 January. McDonald’s
customers received entry cards, each with a unique code, with combo
purchases at McDonald’s family restaurants. Using their mobile
phones, they could text the codes back to McDonald’s via the
Touchpoint system and get an immediate response.
“One and a half million responses is a significant milestone
for the New Zealand market,” says Touchpoint Managing Director,
Steve Shearman. “Any marketer in the country would be happy
to get that number of direct responses to a promotion. This establishes
text message marketing as a significant marketing channel in its
own right, and it proves that, used in combination with other channels,
it’s a serious part of the marketing mix for many consumer
marketers.”
The campaign also chalked up a number of other milestones along
the way. Running over both Vodafone and Telecom Mobile networks,
it’s the largest dual telecommunications network campaign
yet seen in New Zealand. With just under 300,000 instant prizes
being won and fulfilled, and volumes of 40-50,000 entries a day,
it has set a benchmark for future consumer txt promotions in New
Zealand.
It also built a platform for further campaigns, as a higher than
usual percentage of respondents opted in to receive ongoing offers
from McDonald’s.
“Txt with your order?”
About Touchpoint
Touchpoint Limited is an independent New Zealand-owned company that
develops and provides digital marketing tools and solutions. Driven
by a group of online marketing and technology experts, Touchpoint
helps businesses build closer, more profitable customer relationships
by taking advantage of new and emerging digital channels, including
email, SMS text-messaging, interactive TV, and the Web.
For more information please contact:
Steve Shearman
Touchpoint Limited
64 9 353 6870
About McDonalds
For background information on McDonald’s food, services, suppliers,
sponsorship programmes or history please visit the company’s
website www.mcdonalds.co.nz.
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