LONDON—AdreAct said Dunkin’ Donuts Italy is using its technology for a wireless marketing campaign for its stores in Rome. The campaign is focused on outdoor wall ads located throughout the city from late October through the end of the year.
AdreAct’s mobile marketing solution deploys pull short message service (SMS) messaging to boost Dunkin’ Donuts promotional efforts. The technology allows the doughnut chain to “micro-target” its audience by having consumers respond to advertisements. The campaign is designed to enhance the recent launch of Dunkin’ Donuts in Italy.
The permission-based campaign allows consumers viewing a wall advertisement to send an SMS message to a number and receive a return SMS coupon for free coffee at all Dunkin’ Donuts stores in Rome. Respondents are automatically entered in a lottery for a number of Piaggio motorbikes.
