Dunkin’ Donuts recently launched a new text messaging promotion geared towards young adults in the Boston area that increased in-store traffic to their Boston locations by 21%.
Dunkin’ Donuts had a local radio DJ advertise the text message promotion on-air, and ran mobile internet ads encouraging people to opt-in. The result was 7,500 consumers opting in to receive Dunkin’ Donuts text message promotions.
After the first text message promotion, Dunkin’ Donuts saw the following results:
- 17% of participants forwarded or showed the text message promotion to a friend.
- 35% of the participants considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts in the future because of the text message promotion.
- 21% increase in store traffic because of the text message promotion.
This just goes to show how a successful SMS marketing campaign has the ability to drive big results.