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The Cashmere, Wash.-based Crunch Pak brand has launched a back-to-school promotion via its electronic billboard in New York City’s Time Square, which now carries a message urging consumers to text the word “Apples” to the number “65047” for a special offer. When consumers do so, they will be sent a link to a coupon for $1 off any size package of Crunch Pak sliced apples.
“It’s a lot to communicate in 15 seconds,” said Tony Freytag, senior vice president of sales and marketing. “We are excited to see the response and we’re fairly certain no other produce company will have this type of back to school promotion this fall.”
Crunch Pak is giving the digital coupon a unique number in order to track the redemption rate and measure how many people view and respond to messages on the billboard.
Marcos Menendez, CEO of Momares, the company managing the electronic coupon for Crunch Pak, said mobile coupons perform well in terms of redemption. “Mobile sweepstakes, contests and coupons are the most effective way to build a database of mobile customers,” he said. “Our mobile coupon campaigns average 10 percent redemption rates; text (SMS) coupon delivery rates are 95 percent.”
“Mobile coupon program customer retention rates are 98 percent which means there is a very low unsubscribe, opt-out rate,” Menendez added. “Mobile coupons are stored in the customer’s mobile phone and are carried with the customer to the store. Coupon code can be offered for redemption or a barcode mobile coupon shown for scanning.”
This latest promotion is part of a year-long marketing campaign that puts Crunch Pak’s fresh apple product portfolio on display in the world-famous Times Square. The first Crunch Pak electronic ad began running in May and will appear more than 17,000 times over the agreement period. On Aug. 22, Crunch Pak will sample its fresh product under the billboard for five hours in order to generate further consumer awareness for the company and its products.