Fishbowl Swims into Mobile Marketing
Posted by michael on Apr 2, 2008 in Mobile Marketing
Not long ago mobile marketing was a fish out of water idea in the big world of large scale advertising. Today, mobile marketing has become a big fish in the shrinking pond of effective advertising mechanisms.
Fittingly, the leading company for on-demand email marketing for the restaurant industry, Fishbowl, has announced its intention to expand its service line to include mobile marketing.
As it stands, Fishbowl is currently in the process of launching its first “mobile sweepstakes campaign” this week for “Smoothie King” and its five hundred store locations throughout the United States. According to Smoothie King, their campaign, which concludes at the end of April, encourages Smoothie King guests to text “SKWIN” to 55022 daily for a chance to win one of twenty $1,000 “Swimsuit Weekend” prizes. As heavily advertised, this particular promotion is supported by in-store signage, national radio, print and online media and an interactive microsite at http://www.skgetaway.com, where Smoothie King patrons can also register to win.
According to their official website, Fishbowl “serves 700 restaurant companies in North America and Europe by powering email marketing to their 28,000 cumulative restaurant locations. Fishbowl’s on-demand email marketing software solution and professional services make it easy for each one of our restaurant partners to identify their restaurant guests, manage their guest database, and deliver high quality email marketing campaigns to drive repeat visits and generate revenue. If you are a restaurant and need an email marketing solution to grow your restaurant business, Fishbowl is your partner! “
Per Huge-Jensen, Product Director for mobile and web solutions at Fishbowl, says “Mobile is a natural extension for Fishbowl. We can give our clients the same effective, targeted and turnkey marketing we have always offered through email now through mobile, helping companies to maximize their customer reach and drive sales.”
For Smoothie King, Fishbowl has provided a marketing miracle. The level of public interest generated by this mobile sweepstakes campaign is reportedly poised to outshine the even more aggressive and elaborate non-mobile marketing campaigns rolled out by the smoothie giant in years past.
Vince | Apr 2, 2008 | Reply
this is good news to the restaurant industry. I think we’re seeing the advent of interactive agencies going into mobile marketing..
the question is, how much are you willing to spend to do mobile marketing?
Ryan Unger of Punchkick Interactive | Apr 2, 2008 | Reply
I agree that this is good for the restaurant industry and SMS messaging. However, I tend to think that in the long run, it will be unfortunate for consumers and brands alike if traditional interactive agencies take the lead with respect to the mobile web.
For instance, as a full service mobile marketing company, we don’t see very many traditional interactive agencies offer on-the-fly mobile web site and mobile content transcoding for different devices. Rather, they usually have a one-size-fits-all approach to mobile web design–too often it seems that this is because either the agency, or their client, doesn’t know the difference anyway.