Steakhouse chain Texas Roadhouse is leveraging Apple’s Passbook as well as text messaging in two separate campaigns that successfully drove customer engagement.

For the Passbook initiative, Texas Roadhouse distributed offers to mobile subscribers on Veterans Day based on their proximity to a location and saw a 37 percent installation rate. The campaign built on the launch of a text-based loyalty club several months earlier.

The Mobile Marketing Association led its membership to garner support for SoundBite’s petition and reinforce the viability of mobile messaging practices

New York, NY, 30 November 2012 — The Federal Communications Commission (FCC) has issued a Declaratory Ruling based on a petition filed by SoundBite Communications that states a confirmatory stop text message, a text message sent to a consumer in response to an opt-out request, does not violate the Telephone Consumer Protection Act (TCPA).