October 27, 2008
Domino’s Pizza India Ltd., is the leader in the fast food delivery segment. Domino’s has maintained its position of market leadership with its constant product innovation and maintenance of stringent service standards.
Domino’s wanted a marketing initiative through a consumer-centric campaign. It was looking at a personal and targeted way of communication to create interactivity and a richer, more informative experience. What better than using the Mobile platform, which has a broad spectrum of demographics from teenagers to the middle aged in addition to interactive campaigns like contests which involve consumers.
From teenagers to the middle aged!
In accordance with the above requirements, Mobile2Win conceptualized and launched a WAP based contest where all the players were assured guaranteed prizes, i.e. Discount coupons worth Rs. 100.
The contest boasted simple yet interesting questions and there were prizes even for 4 consecutive correct answers!
Consumers could claim their prize by entering their email id on the WAP page. Emails were sent to all winners daily.
The campaign also had a viral element attached; the users could refer their friends to the contest via SMS and earn more discount points!
Mobile2win’s responsibility included conceptualization of the promotion, detailed flow & methodology of the promotion, developing copy and designing other promotional media to promote the campaign. We created a WAP gateway, database of participants and reports to analyze data and responses for the contest. This also included selecting and informing the winner.
The wireless mechanisms deployed was mobile web )WAP). The campaign was promoted as a cross-media marketing initiative and included links on Vodafone’s web portal and a text alert that was sent out to all registered participants. The mobile call to action was embedded in all the different media types.
The contest was deployed across Vodafone and Airtel. The idea of digital prizes worked extremely well and CRM costs were well within control. One of the most incredible results of the campaign is that the participation has been achieved with no other informational or media support.
A whopping 65000 discount coupons were given on the first six days of launch!
Over 30, 00,000 participations registered till date!
Mobile2Win is a leading mobile VAS company in India that provides - Contests & Interactivity, Music and Infotainment to mobile consumers through its proprietary Consumer Services Delivery Platform. Mobile2Win uses a multi-channel distribution strategy that includes wireless carriers, handset manufacturers and direct-to-consumer channels.
)Screenshots of Domino’s WAP Coupons on Vodafone WAP site. [Then Hutch])