O2s recently-launched media business unit has launched a location-based mobile marketing campaign for health club group, Fitness First. The campaign offers five days free membership and a personal training session via SMS to O2 customers living in specific postcodes near Fitness First gyms. The use of location to target consumers maximises both the effectiveness and relevance of the offer, says O2.
In creating the campaign for Fitness First, O2 was able to target the brand communication to opted-in O2 customers who are interested in health, well-being and sports, aged between 18 and 35, while at the same time removing current Fitness First members form the database of those targeted.
Target customers within three miles of a Fitness First gym are sent a short text message which asks them to respond to a Shortcode with their postcode. Those that respond receive a personalised text message reply with the address and phone number of their local gym, and with a five day voucher to use in that gym. O2 provides Fitness First with a daily email with qualified leads of customer mobile numbers and postcodes to call the customer and book an appointment.
Using this highly targeted medium is helping ensure maximum campaign effectiveness, proving mobile to be one of our most successful acquisition tools to date, says Fitness First Marketing Manager, Sophie Lawler-Hall. We are delighted that so many O2 customers have already taken up the offer.
O2 Media provides marketers with targeted brand communication opportunities across O2s mobile, email, online, in-store, direct and experiential channels, enabling brands to tap into the wealth of information O2 has about its customer segments, across multiple channels.