Hut has launched a comprehensive mobile campaign in six cities, Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Pune. The campaign has been developed and executed by the mobile marketing agency, Mobile2win, and includes promotions on both SMS and the mobile web (GPRS).
The objective of the campaign is to get people to register for the VIP Club, a virtual club, either on their mobiles or the WAP site created by the agency. The membership entitles members to free coupons and a chance to win prizes and discounts. They can download wallpapers, participate in contests and locate stores.
Pizza Hut is promoting its VIP Club via SMS messages sent out by the Mobile2win network and also on the WAP portals of Reliance Communications and BPL.
Anup Jain, marketing director, Pizza Hut, says, "The mobile will become an essential part of our marketing tool kit in the future. We will also explore ways of introducing conveniences such as store locators, menu downloads and ordering in the future."
Hiranandani claims that the WAP campaigns on mobiles are receiving click-through rates of about 3 per cent. Jain adds, "We have received more than 300 memberships to our club per day since the launch."
The company redesigned its India website, www.pizzahut.co.in, a few months ago. It has also created the VIP Club online, where members can download a Hut Locater Application on to their desktop. It also offers downloadable menus and e-coupons.