Menchie's Offers Undercover Boss Viewers Sweet Treats via Engagement Campaign
In Two Days, Mobile Campaign Draws More Than 14,000 Customers in Store to Redeem Free Frozen Yogurt
PLEASANT RIDGE, MI--(Marketwired - Dec 26, 2013) - Frozen Yogurt franchise Menchie's took on an adventurous challenge this fall when CEO Amit Kleinberger participated in the CBS television series Undercover Boss. Posing as an undercover Menchie's new-hire, he observed the inner workings of his company for a day. In tandem with episode airing, Menchie's partnered with digital, mobile and social engagement platform ePrize to offer a mobile engagement campaign encouraging viewers to visit Menchie's locations for free yogurts.
During the October 25 episode airing, Menchie's invited viewers to text for a mobile coupon redeemable for a free frozen yogurt in stores during the weekend of October 26. The campaign had strong mobile CRM, as measured by the 41,000 people who texted in to receive the coupon while watching the show. Of the 41,000, nearly 30% (14,430) redeemed their offer that weekend. Menchie's also promoted the campaign through email and over social channels, with the brand's email list and Twitter and Facebook followers receiving first news on the giveaway.
"Menchie's is a beloved brand nationwide. We're known for our personality, energy and engaging in-store experience," explains Amete Balas, Director of Marketing of Menchie's. "We wanted the enthusiasm for our brand to extend beyond the usual suspects and into a new territory of customers accessible across many devices. Participating in Undercover Boss gave us the opportunity to create a dialogue with viewers nationwide by incentivizing them to come in store and try our yogurt. We've never done a campaign like this before, but we found mobile to be the ideal channel to reach customers. We plan to incorporate mobile engagement campaigns into future initiatives."
"Mobile campaigns are becoming a trusted channel for brands to creatively engage with customers," said Bob Girolamo, Managing Director of Mobile at ePrize. "The Menchie's campaign incentivized viewers to visit store locations with urgency. Giving viewers only two days to redeem free yogurt motivated them to experience the in-store Menchie's excitement immediately. We look forward to collaborating with Menchie's on future engagement campaigns."
About ePrize, Inc.
ePrize is a global leader in digital engagement. The company's multi-channel solutions enable the world's largest brands to create a dialogue with consumers on web, social, and mobile, and integrated with point of sale systems. All campaigns can be executed from a unified technology platform. Fortune 500 brands and world-class agencies rely on ePrize's creative, technology and legal services. ePrize has created promotional campaigns, CRM programs and loyalty solutions in 44 countries for clients like Coca-Cola, Microsoft, The Gap, Lenovo, NHL, Yahoo!, P&G and AT&T. Headquartered in Detroit, ePrize also has offices in Chicago, Los Angeles, Nashville, New York, and Seattle. ePrize has acquired five companies in the last two years. See our press page on eprize.com for details or text CRM to 35350 for mobile demos and alerts.
Menchie's creates lasting memories by creating an unparalleled guest experience with a mission to make every guest smile. Menchie's is a world-leader of ensuring best-in-class products and is the ambassador of frozen yogurt quality worldwide. With more than 350 stores, the franchise has locations open in the United States, Canada, Japan, Australia, Puerto Rico, South Africa, Guam, India and more. Menchie's expects to celebrate 380 open stores in 2013. The brand offers guests premium rotating yogurt flavors and delicious toppings for unlimited combinations in every bite. The proprietary collection is made from the milk of "smiley" California cows, which have not been treated with artificial growth hormones (rBST). Menchie's frozen yogurt contains live and active cultures and has received the Live and Active Culture (LAC) seal indicating its endorsement by the National Yogurt Association.