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Subway Trial SMS Text Service
Subway the UK’s largest quick food chain have chosen Txtlocal to pilot a mobile marketing initiative, designed to target existing customers with lunch time Sub promotions.
The new marketing idea is being pioneered by a Subway outlet in Caste Vale, Kidderminster who have set about building an opt-in database of customer mobile numbers by solely using a Keyword and Short Code number. Posters have been publicized throughout the store to encourage customers to subscribe to the free text club “Text SUBWAY to 60777 for news of lunchtime offers & promotions”. So far the text code has proven popular with over 500 customers opting in to receive the promotional text messages.
As a whole Subway currently operate over 1350 stores throughout the UK, with this figure set to grow leading up to 2010. If the trial continues to go well the Kidderminster store will integrate SMS text into their marketing strategy to complement existing advertising commitments.
As a viral marketing initiative the store also recognise that the power of text reaches far beyond just those customers who have signed up for the service, with a high number of people forwarding on texts promotions to family and friends. This has helped generate a greater footfall through the door than predicted.
Txtlocal provide mobile marketing solutions for a number of fast food outlets including Pizza Hut & Dominos as well as a range of take-away outlets & restaurants.
