Casual dining brand On The Border is launching a first-of-it's kind integrated mobile initiative to drive consumers into restaurants from a wide range of media.
Created by Mo7 Mobile/Mobile FKM, the multi-channel campaign will allow consumers to send an offer for a free bowl of queso or sopapillas, a Mexican pastry, directly to their phone from variety of interactive ads. The mobile element is designed to support the debut of OTB's new $6.99 Countless Combination menu offering.
The offer will be seeded in online ads, local search ads, the On The Border web site, emails and targeted mobile voice ads.
The online ads will be equipped with a field so that consumers can enter their mobile number directly into the ad unit and immediately send the offer to the mobile phone.
City Search listings will feature the offer with a click-through to a web page with the same opt-in technology. The offer and link also is included in an email sent to the On The Border Club Cantina database.
And targeted voice ads, served through the 1-800-Free411 platform, will include an option to press * and send the offer to your phone.
Each ad platform and unit is being tracked for its effectiveness in producing opt-ins.
Our take: We are truly activating these ads, not just with click-throughs, but with technology that makes getting this offer extremely simple for the consumer. Our strategy is to take down the barriers facing the consumer and to get the offer in as many hands as possible, since mobile has such an extremely high redemption rate.
Analytics to follow...
