Red Tomato Pizza needed an inexpensive way to take
on the mega pizza chains, enhance customer loyalty, and increase and
improve its delivery service. So the pizza shop teamed up with TBWA\RAAD to create Red Tomato VIP refrigerator magnets. Sound ho-hum? Hardly.
Besides decorating the fridge, these
magnet act as VIP pizza “emergency delivery” devices for loyal pizza
lovers. Customers push the magnet’s button to automatically place
their pizza order of choice. The ordering process is set up using
Bluetooth technology via customers’ mobile phones. Customers can update
their pizza of choice online, which adjusts the magnet order
accordingly. Red Tomato also created a YouTube video to help spread the
word. http://bit.ly/W5aY5U
The service delivered delicious results. By
keeping to a marketing budget of $9,000, deliveries skyrocketed 500%
within four weeks. Red Tomato Pizza received 3,240 requests from
previous customers and 97,133 from new ones. Whoa! The VIP magnet also
experienced a publicity boom with more than 12,000 mentions, 9,400
international news stories—worth more than $8 million in free media. The
success of the program also opened the door for global franchise
opportunities.
One of the better ideas I've seen in a while. Fantastic.
ReplyDeleteJack
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Thanks for commenting, Jack!
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