PÚCA NEWS

KFC launches multi-million direct response campaign

Púca has run one of the largest mobile campaigns ever conducted in China on behalf of KFC.

The fast-food chain launched its New Orleans Burger in China on 1 January 2007. To create awareness and drive sales, consumers purchasing the burger were given a scratch card containing a unique code. By sending the code to an SMS short code, they entered a lucky draw to win hundreds of prizes including mobile phones and iPods. Additionally, they could use the card as a money-off coupon for their next purchase.

The campaign is one of the largest ever conducted in China, generating millions of responses. Púca was chosen to deliver this campaign by KFC, due to the high-reliability of its technology and its capability and experience in running mobile CRM programmes.

"With the incredible success of the KFC New Orleans burger campaign, mobile marketing is entering a new era in China. This proves that if we respect the three basic rules – relevant, easy to use and attractive offer – we can really get better results than with any other type of below-the-line activity. We should now move to the second step: using the hundreds of thousands of consumer contacts to increase loyalty and repeat purchase," said Edward Ho, Sales Director of Púca China.

Want to find out more? Just email sales@puca.com