Even though 86% of enterprise businesses use MMS marketing, it’s sometimes hard to find examples of brands using MMS coupons. Lucky for us, Sonic has been using MMS marketing in recent years, and we’ve compiled several of Sonic’s MMS marketing coupon examples here. We hope these examples demonstrate what MMS marketing can look like for your brand.
Sonic Messaging Statistics
By analyzing their profile on SMS Archives, we know the following about Sonic’s mobile messaging strategy.
- 60% of messages are SMS messages.
- 40% of messages are MMS messages.
- Messaging frequency is every 4.4 days.
Sonic MMS Marketing Examples
The examples below all describe some form of limited-time offer or coupon, but there are a few specific things that are worth highlighting.
First, thanks to MMS, each message is paired with an accompanying image that is directly related to the coupon at hand. This provides a concrete connection between the text message and the actual product, which is especially powerful when the product is food.
Second, another thing that’s worth noting about Sonic’s MMS messages is the length. You’ll notice in the message below that Sonic isn’t afraid of lengthening their marketing messages in order to make them more legible and more aesthetically pleasing. This allows Sonic to describe the coupon and product, show the product, and present the unsubscribe command—all in one message.
Below are more Sonic MMS marketing examples and techniques.
The MMS message below concisely describes Sonic’s coupon, but it does so with personality. Sonic shows some sales-like peppiness, and the message feels much more personable as a result. For example, simply phrasing the text commands as two questions instead of two robotic commands makes it feel more human. People are more likely to ignore obvious automation than a real person. While this will not convince any consumers that the sender is a person, it’s about the small feelings that can tip a consumer over the edge of participating in the deal or not.
Most brands are already accustomed to leveraging large social or cultural events towards their business goals. One of the most famous examples of this is the NFL Super Bowl; a sports extravaganza known for brand engagement and commercialism almost as much (or more than) the sport itself. The two messages shown below use the PuppyBowl, a cute micro-event held around the Super Bowl, to draw consumers into a Sonic Drive-In.
The PuppyBowl tugs on some very common triggers for consumers: puppies, a universally effective tool for garnering attention; food, something that is easy to advertise and make appealing; and social group participation. This event is part of the socio-cultural psyche every year, which opens the door for brands to reach consumers by association.
The MMS message below features the FRITOS Chili Cheese Jr. Wrap by not only showing an image, but also using the additional characters in MMS messages to describe the savory wrap. Words like “melty cheddar cheese” make the wrap sound irresistible, and the picture really increases appetites. We also love how Sonic fit all of the essential details into their MMS photo, including the name of the offer, the price, and two logos. This makes the MMS message more like a mini advertisement sent straight to consumer phones, where they are more likely to engage than email.
In the image below, Sonic really takes advantage of their MMS photo and the characters available, describing the new Reese’s Overload Waffle Cone as a: “Chocolate waffle cone layered with creamy peanut butter and 100% real ice cream, all topped with a drizzle of even more peanut butter, Reese’s Peanut Butter Cups and Mini Reese’s Pieces candy.” How could SMS subscribers NOT be hungry after reading (and seeing) that?!
In the MMS message below, Sonic, advertises another new food product. We love how Sonic uses their MMS channel to promote new products, as this makes subscribers more inclined to open their messages to see what new item Sonic has cooked up next. The message below promotes getting new Totchos at participating drive-ins, with a related call-to-action: “Drive in before they’re gone!” This added element of having a limited time to try these nacho tots makes the offer extra compelling, so that consumers take advantage before it’s too late.
In the MMS message below, Sonic promotes two different cheeseburgers so that there’s something for everyone who receives the message, no matter how hungry their subscribers may be. The Sweet ‘n Tangy Bacon Slinger is only $2.99, while the Quarter Pound Sweet ‘n Tangy Bacon Cheeseburger is perfect for heartier appetites. If people aren’t sure which one they want, they can just check out the pictures and let their eyes guide them. Imagine the difference if this had just been a text-only SMS message, versus this MMS message with a photo that brings everything to life. The latter delivers a much bigger impact for consumers, and a much bigger result for Sonic revenue-wise.
We saved the most delicious for last — an MMS message for Brownie Batter Shakes and Yellow Cake Batter Shakes! Instead of promoting a new product in this MMS message, Sonic brings back an old favorite. This is the perfect way to re-engage past consumers who remember a product that they once loved. Sonic also uses this MMS message to embed “Help” and “Stop” disclosures. Doing so after a line break is a wise move, as then it doesn’t detract from the eye-catching image and mouth-watering description.
MMS marketing is an effective way to communicate promotional offers, engage with subscribers, and increase revenue. As you can see in the examples above, Sonic uses MMS marketing to present their consumer base with unique deals and value.
More MMS Marketing Examples
If you’re looking for more MMS marketing examples, check out the following posts: