Wendy's new ad sizzle: Text-message coupons
Filed under: Food, Saving Money, Technology
R u redy 4 hotnjuicy txt coupons? Wendy's fast food chain announced a new cell-phone text-message coupon program in the Northeast. To take advantage of the program customers just sign up, then discounts with a UPC bar code will flash onto their mobile devices. Customers can then show the bar code on their cell phones to a Wendy's cashier to redeem the offers, reports say.The program will be available at select Wendy's locations before the company extends it to other parts of the country, Scott Frohman, CEO of the Options Media Group Holdings, told the Chicago Tribune and Columbus Dispatch. Options Media is the Florida-based email marketer running the program.
Wendy's isn't the only big fast food franchise to embrace some high-tech marketing sizzle. Options Media is also working with Domino's Pizza on a cell-phone coupon drive, according to BrandWeek, and 7-Eleven has launched its own soon-to-expire effort in San Diego.
Wendy's, the third largest burger outlet, known in ads for its "Hot 'n Juicy" square burgers, hopes to seize on a growing medium. Thirty percent of cell-phone users already have participated in some sort of mobile marketing program, the trend-spotting firm eMarketer says. Spending on mobile-phone campaigns is expected to reach $1.56 billion by 2013, according to Forrester Research, another marketing consultant.
Wendy's new program is an "opt-in"m promotion, meaning customers must consent to receiving coupons and advertisements for discounts at Wendy's locations.
Coupon advertising via portable devices began appearing from many traditional advertisers in the latter part of this decade. In 2005, McDonald's tried texting coupons to boost sales of its McFlurry dessert in the West. In 2008, the Golden Arches launched another text-coupon program to introduce its iced coffee.
Recent statistics support the strategy. Thirty-nine percent of those surveyed by Forrester Research in 2008 gave the thumbs-up to text advertising as opposed to 20 percent in 2006, according to BrandWeek.
"We found from past campaigns that text messaging-based incentives work very well," Options Media's Frohman said in BrandWeek. "Consumers tend to look at text messages quicker than e-mail, so it's an instant result."
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Reader Comments (Page 1 of 2)
1-03-2010 @ 7:12AM
Beverly said...
Here we go again. The is a slap in the face for those of us who are deaf and hearing inpared. We can't use the cell phones yet.
I feel the slap in my face when I can't get free food at places like Windy's Dummy's
Reply
1-03-2010 @ 7:40AM
susan said...
why would being hearing impaired conflict with you being able to receive a text message?
1-03-2010 @ 12:40PM
Mr comment said...
I didnt know you have to hear for a texted message? Can you read?
1-03-2010 @ 1:41PM
hal said...
Do you need to correctly spell?
1-03-2010 @ 1:57PM
Sandi said...
To those of you who replied to Beverly about not having to be able to hear in order to receive text messages ... ummmm, Do you really suppose a hearing impaired individual wastes money for a cell phone? If so, you'd probably be standing right next to the fellas who used to try to use their swimsuit issue as an incentive to try to get my blind brother to renew his subscription to the Sports Illustrated magazine. Think.
1-03-2010 @ 8:18AM
mark turner said...
What about us poor people who can't affford cellphones? The gov'mint needs to make it fair for us. And what about us people that can't read? Not fair to us. And what about us undocumented immigrants who have trouble communicating bc Most people in this country won't speak Spanish and that's not fair to us? We Unfortunate-Americans can't eat at Wendy's. Can someone call the ACLU for us? Our new Administration has really dropped the ball on this one. Don't make us sue someone.
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1-03-2010 @ 10:38AM
David said...
Thats why there is McDonalds and Burger king and others, DUH !
1-03-2010 @ 10:59AM
David said...
Then you shouldn't be going to Wendys.
1-03-2010 @ 11:31AM
Eric said...
If you can afford to go to wendy's to eat you can afford a cell phone... Just buy one of those prepaid phones. the savings you get from the coupon for wendy's will help you buy about 10 texts which means even more savings for more Wendy's.
1-03-2010 @ 2:24PM
Shari said...
OMG,that was very funny. Too bad some really do believe what you said as sarcasim!!
1-03-2010 @ 9:29AM
nwm said...
For only $2.99 you can get either a Chicken Deluxe meal or Junior Cheese Burger Deluxe meal. Everyday without a text coupon. Both are very good and make a great lunch.
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1-03-2010 @ 10:04AM
Rn4life said...
I think Wendy's should be on the top of the list for burger outlets. Their burgers are so much better than any other fast food burger. The $2.99 meals make it even better.
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1-03-2010 @ 10:48AM
David said...
So I guess this is a slap in the face to people that don't have a car to drive to Wendys too ?
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1-03-2010 @ 12:50PM
mark turner said...
David, that was sarcasm. If you're in ANY kind of "unfortunate" or "deprived" category fast-food availability should be last on your to-do list. Sorry if I sounded too much like a whiny, needy Lib.
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1-03-2010 @ 11:25AM
Eric said...
If you can afford to go to wendy's to eat you can afford a cell phone... Just buy one of those prepaid phones. the savings you get from the coupon for wendy's will help you buy about 10 texts which means even more savings for more Wendy's.
Reply
1-03-2010 @ 12:28PM
Redpandafan said...
In reply to Eric and David, Mark Turner was being sarcastic. I believe he was trying to point out how ridiculous welfare whiners are. I thought he did it very effectively.
1-03-2010 @ 11:33AM
Tina said...
Why put it in text message, that's like kfc offer free chicken with coupon but that was all a joke. You need a computer and now a cell phone. What happen to sending out coupons in the mail. Those that don't have cell phone can go to safe link or assurance if they can get approved. Those that don't have a car can either walk or take a bus, I just had mine repoed and don't bother me a bit. walking won't kill anyone it might help those that are over weight. How about making a hamburger at home instead of getting it free, you know what is in the food when you make it at home. No Hair and Nothing unless it is yours.
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1-03-2010 @ 12:49PM
kdelmonico1971 said...
The article says you have to consent to getting text coupons AND ADVERTISEMENTS. That could mean paying for incoming texts for advertisments, which would not save you any money in the long run. Although, I do think that a lot of people have unlimited texting.
For those who feel that it is unfair because you don't have a cell phone, that means you don't have a cell phone BILL. Therefore, you are saving enough per month to buy a lot of Wendy's food without the measly coupon.
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1-03-2010 @ 2:18PM
Jessica said...
It's so funny how pathetic and spoiled Americans are. Look, you're all complaining about not being able to get "free" food. In a lot of countries they can't even get food so you should be thankful instead of whining because you have nothing better to do than to make yourself miserable. Get a life.
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1-03-2010 @ 12:35PM
brian said...
I do not eat at Wendy's any longer they cheat you out of money by giving wrong change and when corporate promises coupons/refunds, you never get them. so be careful when you go to Wendy's
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