According to the Associated Press, the restaurant chain Wendy’s is planning to launch a campaign using mobile coupons distributed as text messages.

According to the AP, “customers  who sign up for the promotion and provide their phone number will receive a discount by showing their mobile device to a Wendy’s cashier” (Associated Press, 2009).

According to the Mobile Marketing Association, there are several instances when the use of mobile coupons is preferred to more traditional forms:

  • Introducing new products
  • “Pantry loading” or stock-up sales
  • Promoting Trial Usage
  • Building a database of users
  • Increasing attendance at events

 Additionally the MMA suggests that, in order to be most effective, mobile coupons should be a “pull” media in which the user actively accepts  or declines the coupon.

I’ve only heard about mobile coupons but never received one myself. I’d like to know, have you ever received a mobile coupon?

If so, what did you do with it?

Personally, I think I would be OK with getting mobile coupons from a company that I was familiar with and consumed frequently.

I can see this tactic being promoted really well as a eco-conscience alternative paper/mailed coupons.  However, I can see where others would be annoyed by a mobile coupon. I can also see implications for issues regarding payment and text messaging fees, especially with teens and tweens who may not understand the fees associated with mobile coupons and texting.

Associated Press (2009). Wendy’s to try mobile phone coupons. Newark Advocate. Retrieved on December 28, 2009 from http://www.newarkadvocate.com/article/20091228/UPDATES01/91228011/1002/NEWS01

Mobile Marketing Association (2007). Introduction to Mobile Coupons. Mobile Marketing Association. Retrieved on December 28, 2009 from http://www.mmaglobal.com/mobilecoupons.pdf.

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