Mobile Coupon Campaign Delivers 28 Per Cent Redemption Rate

Coca Cola brand Sprite has just completed a 6-week Sell Your Mother mobile couponing campaign in Denmark. Sprite used web-based mobile coupons, offering consumers a free bottle of Sprite in a chain of nationwide stores. Due to the large number of stores, the coupon solution had to be easy for staff to handle. Sprite also wanted to measure the conversion rates rate from reception of the coupon to final redemption in store.

To execute the campaign, Sprite turned to mobile coupon and ticketing company ScreenTicket, working with Mobnet and Wunderman. Using the ScreenTicket API (Application Programming Interface), the mobile coupon functionality was added to the campaign website in a matter of hours, enabling a graphic mobile coupon to be sent to the specified number. Conversion rates could be tracked throughout the campaign via the website.

Over the course of the 6-week campaign, 4,531 coupons were sent to mobile phones, and these were viewed a total of 8,499 times. 2,051 coupons were opened, and of these, 1,279 were redeemed against the free bottle of Sprite, giving a redemption rate of 28 per cent.