Want a free Dr Pepper's? Go mug an O2 phone holder.
Those marketeers are clever chaps aren't they. And the crafty folks at O2 Media have now signed up The Co-operative Group has to its You are Here location-based marketing service . Intrigued? Read on my pretties.
Between 4 May and 11 June, O2 customers within 0.5 miles of a Co-operative Food store will become unwary guinea pigs in a new mobile proximity marketing experiment. The hapless creatures will receive a text message offering them a free 500ml bottle of Dr Pepper. However, you must be careful to only mug O2 phone holders who are part of O2 More, but that shouldn't be too hard as there are 2 million More members.
The official press release informs us that users do not have to log in to get an offer, simply whenever a target crosses a 'geo-fence' they automatically receive a SMS or MMS with the offer. They then simply show the message at the till in the nearest store to redeem the deal. The press release also invents the idiotic phrase "handset agnostic" which apparently means any customer can benefit from the offer regardless of whether or not they have a smartphone. Backwards compatible with the humble text message you see.
Shaun Gregory, Managing Director of O2 Media said "It’s a whole new ball game for marketers as they start to realise that they can talk to customers when they are moments away from their stores. It’s not just about effectiveness and ROI, it’s also about the fact that brands need to be more relevant in such a cluttered world... It’s changing the game.” Clearly not a man blessed with an extensive repertoire of metaphor.
So what's next? Free bets when passing the bookies? Free pints when passing the local? Why not try walking past the local massage parlour...