Local mobile marketing can be tricky- a while back, I worked on a client who was testing the concept out. Unfortunately, it failed, partially due to a lack luster offer.
Our Top Klog idea this week features a restaurant chain in Central Florida who did a stellar job of combining a traditional outlet (radio) with the non-traditional route of mobile marketing.
The Taco Maker is a popular fast food chain based in Puerto Rico, but didn't have as much brand recognition when they launched in Florida. Their agency, BxP Marketing, set out to create some buzz and drive sales when they created a new mascot- Juan Maker.
Juan Maker was a gruff character with a thick accent and zingy personality who make radio appearances with local DJs around the area. These appearances turned into a series of 60 second spots, which ran for 6 weeks and offered a free one-pound Maker burrito to customers who sent in a variety of text messages.
The texts were then tracked back to station, time of day, and even DJ, allowing them to do a high-level analysis of the results. Over 5,000 texts were received, converting to 2,500 free burritos, and a sales increase of 21%.
Just another example of how successful campaigns can be built on a blend of traditional and non-traditional ideas.
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