Restaurant chain hails success of O2 Media message-based marketing promo.
The campaign, jointly run by buying agency Starcom, found mobile was 142 per cent more efficient in delivering incremental sales revenue than the measured campaign average, 4.4 times more efficient than TV and 2.6 times more efficient than online.
Pizza Hut’s main challenge is the mixed blessing of offer-based promotions, which raise sales but bring in consumers that are less loyal and more price sensitive.
This promo was therefore designed to bring in more custom at the key times of Happy Hour, Lunch Buffet and Kids Eat Free.
It used O2 More’s 'intelligent' targeting to hit the right audience and then used O2 Media’s You are Here feature to locate diners within half a mile of Pizza Hut’s 343 UK restaurants.
These offers were also promoted through Priority Moments, O2’s location based loyalty programme.
Claire Valoti, managing director at O2 Media, said, “All parties wanted to truly understand both the efficiency and impact of mobile within a multimedia schedule.
"As our offering evolves we can increasingly deliver and offer a better understanding the potential role of mobile messaging in driving engagement and its role in purchase intent as the cause of a sale is an increasingly complex task.”
Additional data was mined by Starcom’s propriety research model POEM, which recognises differences in consumer behaviour within the areas of Paid, Owned and Earned Media.
It found that, in general, Paid Media attracted strangers to Pizza Hut, Owned Media attracted customers, while Earned Media attracted Pizza Hut fans.
The analysed campaign ran for 15 months (from Nov 2010 to January 2012) and involved TV, Radio, Facebook, Digital, Out Of Home and ATM.
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