Dairy Queen has been playing heavily with mobile solutions for its marketing needs. At the end of April it announced great results from an idle-screen campaign, and now they’ve gone with an RFID loyalty rewards scheme. The new tech is the first implementation of RFID mobile marketing from a company called Tetherball, who specialise in mobile loyalty and rewards.
Tetherball works through RFID stickers and SMS. The solution is, by nature, an opt-in service – because customers have to get an RFID sticker at their local Dairy Queen. This campaign is heavily advertised in-store, and offers the customers all sorts of coupons, rewards and promos. Once you’ve got your sticker, you can apply to loyalty rewards programs – which you can automatically redeem by just scanning your tag at the point-of-sale. Dairy Queen will also be able to notify RFID tagged customers of other offers via SMS – and these offers can be redeemed via your tag.
From the release:
“This groundbreaking technology platform, which has been in the making for more than two years, will truly revolutionize the mobile marketing arena,” said Jay Highley, President and COO of Tetherball. “Mobile marketers have been struggling to develop a solution that not only provides an easy method to deliver targeted offers to mobile users, but allows them to truly measure the return on their investment. Our new technology solution does just that in a radically simple way. Mass adoption of mobile marketing using barcoded coupons just hasn’t happened because it’s far too complicated with a plethora of technical and user issues at the point of redemption. Our solution doesn’t use mobile coupons with barcodes, or for that matter, require any type of mobile screen visuals to redeem offers. Most important, our RFID-based solution, which works on any mobile phone, eliminates fraud and allows our clients to measure the performance of their campaigns with pinpoint accuracy via real time validation and reporting. Brands are looking for a reliable mobile solution that is easy to deploy and delivers measurable results – and our solution does both with exceptional results.”
“I have been working with Tetherball for nearly two years to refine the mobile loyalty program for my stores,” said Dave Reasner, International Dairy Queen Franchisee. “Due to the success of our program, we now average over 900 members per store and continue to see solid growth in membership and redemption rates – which is making a measurable difference in our year over year traffic and revenue. Tetherball’s hands-on approach made getting started and optimizing my programs really simple and affordable. Most important – their programs work.”
What we think?
It’s great that Dairy Queen have gotten the “mobile bug”. It’s often the case – brands who see how powerful mobile can be tend to come back for more. Using RFID for loyalty schemes is a great implementation of that technology as well. It’s a very simple service that RFID can handle very well.
If tetherball is such a great mobile agency, why isn’t their site optimized for WAP?