Ice cream chain offers sweet deals on mobile

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Ice cream chain Marble Slab is modernizing for its 25th anniversary celebration. As part of the festivities, the dessert vendor is running a mobile marketing campaign called “Gr8 2 Go.”

“We wanted to tap into a new trend, which is being top of mind for custom­ers on the one device that they keep with them all the time − their cell phones,” said Jennifer Johnston, SVP of brand marketing at NexCen Franchise Management. “We also wanted to increase traffic into stores and drive purchases of new holiday ice cream cakes and pies.”

There are two components to the campaign − one promotional, one for lead generation.

In a texting component, customers can text “slab” to 30364 and receive mobile coupons for ice cream.

The second part asks customers if they would like to register their e-mail addresses to receive weekly communica­tions from Marble Slab.

The first mobile coupon will reward customers with $1 off any Tasty Cre­ation ice cream combination at Marble Slab. Customers will receive additional offers from now to the end of the year; including special offers on holiday ice cream cakes.

“It's great because it's purely opt in, and it lets us create an ongoing conver­sation,” Johnston added.

In the first two weeks of the campaign, which launched at the end of September, and runs through the end of the year, more than 4,500 people texted in, and more than 50% of these people opted in to receive the e-mail. The Facebook page had 1,000 fans before the launch of the campaign; it now has 7,000.

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