Harveys has claimed that an incredible 30% of respondents to an SMS offer it ran as part of an interactive TV (iTV) campaign redeemed their mobile vouchers in its stores, making it more than 10 times more effective than an average direct mail campaign.
The furniture retailer, which sponsors Coronation Street on ITV1, offered discounts to visitors to its area of the soap’s iTV service. The initiative, created by Eagle Eye Solutions, invited viewers to text to receive an eight-digit shortcode that entitled them to discounts in selected Harvey’s stores. Mobile vouchering is highly targeted, lower cost and more effective than paper based products, and you can accurately record who has redeemed the incentive.