Cinco de Mayo is known throughout the USA as a day to go out and drink copious amounts of tequila, fill your belly with Fajitas and celebrate all things Mexican. For businesses and brands, it is also an excellent way to have fun with your customers and attract new ones.
These days, no good fiesta is complete without a smartphone in hand to capture pictures and videos of the festivities. As a new study from SinglePlatform at Constant Contact and research firm Chadwick Martin Bailey shows us, 81 percent of consumers have searched for a restaurant on a mobile app in the last six months.
So what are you doing to make your mobile marketing pop? How can you engage new customers using mobile marketing? We look at some big brand mobile marketing campaigns that are getting it right and also see where some can be improved by adding that Integrated mobile marketing element.
Moe’s Southwest Grill is embracing customers who ‘Dine with their Device.’ This year they launched a fun mobile marketing element to their “Cinco de Moes” campaign. Customers can purchase 32-ounce cups with headless illustration of a person wearing a Moe’s T-shirt. Moe’s customers then can place the cups under their chins and take a photo that makes them look like a Moe’s bobble head. Moe’s “fans” then post their bobble head moments on Facebook, Twitter or Instagram, using the hash tag #cincodemoes. Moe’s has also set up fan galleries on Facebook, Pinterest and Google+ and has posted two funny Vine videos which were tweeted to their followers.
Mobile Engagement provides ROI
What are the results of integrating mobile to this campaign? “Sales of the cups have been great, we’re getting lots of new ‘likes’ on Facebook and sign-ups to attend Cinco de Moe’s on our Facebook events page, and we expect the bobble head posts to multiply in this next week preceding Cinco de Mayo,” Moe’s CMO Paul Macaluso tells Media Post News, Marketing Daily reporter, KarleneLukovitz. So if a restaurant chain can create that much engagement with integrated mobile marketing, how do the bigger brands, synonymous with Cinco de Mayo fare?
We all know he is, “The most interesting man in the world,” but does his mobile marketing entice customers to participate in Cinco de Mayo this year? Following on from last year’s literal play on mobile marketing, (Where Dos Equis actually took food trucks to 5 major cities in the US.), the most interesting man in the world has decided Cinco de Mayo falling on a Sunday, “simply doesn’t work”, so he has moved it to Thursday, ”Dos de Mayo.”
Dos Equis have a dedicated web-site along with a video and venue locator that links to Facebook so you can create an event and invite all your friends to a Dos Equis recommended locations. The website and video are “mobile friendly,” but we can’t really say the mobile campaign is integrated in a unique way that is likely to make that message viral and most importantly, drive interaction and sales with the brand.
What language do you speak to your customers in?
Next we look at Corona. This year’s marketing campaign will be called “Corona de Mayo” and will see a massive drive of in-store
collateral that will run up to May 5th. There will also be TV commercials which are available on their YouTube channel. The interesting thing to note here is that Corona is still deciding which language to speak to their customers in. One visit to their Facebook page will show you that all of their posts are in Spanish and English. We will touch on how Mobile Entry Points can solve these questions and turn it from an in-store campaign to a fully integrated mobile marketing campaign.
While Dos Equis and Corona are definitely trying to become integrated and mobile friendly, they can learn a lot from Moe’s Southwest Grill and from our friends at Man In Black Tequila who have co-ordinated successful venues and events with brands like as Blue Mesa Grill and SXSW to spread the word about their tequila, created by Governor of the Heart of Texas, Kinky Friedman. This not only targets the unique tequila demographic, but helps attract like-minded tequila drinkers to restaurants, concerts and events where Man In Black Tequila is served.
What makes your Integrated Mobile Marketing unique?
BestBuzz provided the tequila brand with a fully integrated mobile marketing campaign using SMS Text and a QR code to use as their mobile entry points. To win a Man In Black tequila shot glass or tickets to see Kinky live, revelers simply text KINKY to 63566 to download the free BestBuzz smartphone app (Available on all platforms.). Customers then scan the custom branded QR code on coasters to get their reward. (These coasters are used in stores, bars, restaurants and events.) BestBuzz automatically posts to the customers’ social media accounts, telling all their social media contacts that they are at SXSW drinking Man In Black Tequila and getting a free shot glass.
The BestBuzz app also detects which language the user’s phone is set to and will automatically show the message in the their preferred language. What does that mean for a brand like Corona? No more posts in two languages, no more in store displays in two languages, simply, one QR code (let’s face it, an image is universal) and one message in over thirty languages!
Read all about it
You can see the results Man In Black Tequila are having with their tequila by downloading our case study. Spoiler alert; they have reached over 18,000 people with an integrated mobile marketing optimized message in less than 2 months!
As you finalize your Cinco de Mayo marketing plans, think about how you are tapping in to the mobile market. Are you doing enough? Who do you think is doing the best job this year? Let’s discuss below.