• brandhouse

    Captain Morgan premix mobile coupon offer

    Objective

    To generate trial on a new ready-to-drink premix alcoholic beverage.

    Brief

    Brandhouse wanted to encourage consumers on their existing Captain's Mate mobile database to try a sample of their newly launched Captain Morgan Spiced Gold & Cola premix.

    Solution

    Mobilitrix developed a campaign using a mobile reward.

    • A selection of the Captain Morgan mobile database were targeted to receive a mobile coupon for a 330ml bottle of the new product.
    • An SMS containing the unique coupon code was sent to their cell-phones.
    • This was redeemable at any Shoprite or Checkers Liquor Shop nationwide for a limited period.
    • Upon presentation of the coupon code and the correct product at the designated retailer, the cashier entered the code into the point-of-sale system, for instant redemption.

    Results

    • 3%* of targeted consumers redeemed their coupon in store.
    * Redemption rates increase considerably when there is a call to action that encourages consumers to engage with a brand to receive a reward, as opposed to simply receiving it as part of a push campaign, as was the case in this case study.

  • Rewards at a glance

    • Airtime - across all networks
    • Retail coupons - specified value off a specific product
    • Retail vouchers - specified value off a total basket size
    • Content – including all audio, video or image formats
    • Other including electricity and e-currency

    Clients:

    Find out how :

    Caltex trained 85% of their attendants at less than 1% of the traditional training cost, while rewarding learners with airtime vouchers - all through their mobile phones.

    "With the Mobilitrix mobile marketing products, we trained our staff at a fraction of the usual cost, achieved 85% ongoing participation and were able to measure results accurately and in real time."

    Niall Kramer - Regional Integrated Marketing Manager, Africa - Chevron

    Winners of:

    Frost & Sullivan 2008 South African Mobile Content Product Innovation Award