Buongiorno Renews Orange Wednesdays Contract

Buongiorno Marketing Services UK has renewed its contract as Oranges lead technology supplier enabling Orange Wednesdays, the networks flagship 2-for-1 cinema ticket offer, through to 2011. Buongiorno has been powering Orange Wednesdays since 2004, or at least, Buongiorno now owns Flytxt, the company that launched the promotion with Orange in 2004.  Five years on, the service continues to grow in popularity, and has so far been used more than 14 million times.
Orange Wednesdays represents the world's largest mobile vouchering campaign outside Japan. Each week in the UK, Orange customers can get 2 for 1 cinema tickets every Wednesday at many cinemas throughout the country. Buongiorno says it has worked closely with Orange and the Cinema Industry to evolve a simple mobile couponing promotion into the most innovative CRM programme of its type – driving repeat cinema visits and increasing customer loyalty for Orange.
B!MS delivers the voucher direct to the handset and manages a wireless redemption terminal network in cinemas nationwide on behalf of Orange. In renewing its partnership with Orange, B!MS UK says it continues to focus on customer loyalty and CRM programmes which has traditionally been the main focus of its business.
We are the number one brand associated with film, and Orange Wednesdays continues to help us differentiate from our competitors, while giving customers a great reason to be with Orange, says Orange UK Senior Partnership Manager, Andy Pearcey. Buongiorno have been with us from the beginning, and it is testament to their work and commitment that five years later, our partnership is stronger than ever.
In March, Juniper Research produced a report which forecast the value of coupons distributed and redeemed using a mobile device to grow 30% to reach 100 million mobile users globally, and $3.2 billion (2.3 billion) in value by 2010. The strongest growth is predicted to be in developed mobile markets like Western Europe, North America and the Far East.