A 16-store franchise owner of Subway restaurants in the New York region launched a mobile marketing campaign to increase repeat business with their customers.

The program was promoted as “My Subway Mobile SMS”, and advertised in-store with various forms of marketing collateral, and on local radio and television programs.

 

After only a few months, the franchise had generated a database of 5,000 customer mobile phone numbers.

 

During this period, the Subway franchise sent out 13,000 text messages, and averaged a 9% redemption rate, which was significantly higher than the 1% redemption rate they experience with their direct mail campaigns.