Dunkin Donuts sales rise by 9% through work with Adreact and MobileWay to market via SMS

Adreact, leading mobile marketing and advertising solutions provider, and MobileWay, world leading service provider managing mobile data transactions across the globe, revealed today their co-operation on the successful interactive SMS-based marketing campaign for the Worlds leading coffee, bagel and donut chain – Dunkin Donuts.

DIAL-A-DONUT
Dunkin Donuts sales rise by 9% through work with Adreact and MobileWay to market via SMS

[Singapore, 18 February 2002] Adreact, leading mobile marketing and advertising solutions provider, and MobileWay, world leading service provider managing mobile data transactions across the globe, revealed today their co-operation on the successful interactive SMS-based marketing campaign for the Worlds leading coffee, bagel and donut chain – Dunkin Donuts.

Donut lovers in Italy can feast upon their favourite Dunkin Donuts goods simply by responding using their mobile handset to advertisements plastered across in store notice boards, billboards and on the radio. By sending a short message to the published numbers, users receive an immediate reply featuring a free gift coupon or special offer exchangeable at local Dunkin Donuts outlets.

In this campaign, Adreact, specialists in maximizing the interactions between brands and consumers using in-obtrusive cross media solutions, has leveraged the power of SMS marketing with its potential to reach more than 500 million mobile phone users globally. This campaign for Dunkin Donuts in Italy is an excellent example of the power of SMS-based marketing, within the first three weeks of the campaign Dunkin Donuts sales rose by 9% in Italy. Working via 2-way interactive SMS messaging, MobileWays unrivalled network of direct connections to 88 operators across the globe is vital to the success of such projects.

David Kelly, Vice President Marketing of Adreact commented, By enticing consumers to request special offers, Dunkin Donuts ensures that they achieve a great consumer push without running the risk of breaking down the client relationship by contributing to the wealth of ‘spam which people receive via email or through their letterboxes day in and day out. Working with MobileWay on projects such as this allows us to tap into a vast market of mobile phone users in an environment dogged by the lack of standardization and interconnections."

Cyrille Even, General Manager and Vice President for MobileWay Asia Pacific, explained, Having established bilateral commercial contracts with 88 operators around the globe, we, at MobileWay stand out in our ability to offer a single point of access to an otherwise complicated network impeded by technical and business barriers. Achieving technical efficacy in the mobile advertising sphere is one thing, but ensuring that the power of the SMS medium is put to good use in an ethical way and one which doesnt encroach upon users privacy is something which is key to the success of campaigns such as this one with Dunkin Donuts. Adreacts specialism in designing powerful campaigns that respect the climate of trust is essential to the future of mobile marketing and one, which we benefit from enormously by partnering in such projects."

With more than 6 million Dunkin Donuts consumed across the World each day, this campaign, which has proved successful in Rome over the past 2.5 months, represents a new and exciting promotional tool for the global chain.

Dunkin Donuts is successfully reaching its target audience of young people on the move and setting ourselves apart from the competition thanks to Adreacts mobile marketing platform," explained GianLuigi Contin, President of Sweet & Co., Franchisee of Dunkin Donuts in Italy and Germany. The SMS marketing solution has been a positive brand building experience as we are directly reaching our targets with a message they can understand. Cellular coupons are not cute promotions, rather they are serious marketing tools that not only extend the brand but are also directed towards the people we want to reach."
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About MobileWay
Mobileway provides a world leading service to manage mobile data transactions across the globe. With an unique network of 88 mobile carriers reaching 90% of mobile users throughout the World, MobileWay guarantees cost effective, secure deployment of mobile business applications to professional and personal mobile data users.

By expanding the reach of services such as instant messaging, infotainment, mobile advertising, direct marketing and m-commerce applications, MobileWay increases the value of mobile data for content providers, operators and corporations alike.

A North American company, MobileWay has offices located throughout Europe, Asia and the United States. Additional news and information about the company is available at www.mobileway.com.

For more information contact:
MobileWay Asia Pacific            
Betty Lim               
Marketing Communications Manager, Asia Pacific   
Tel: (65) 836 4430            
Fax: (65) 836 4450            
Email: betty.lim@mobileway.com    

EASTWEST Public Relations
Derrick Koh/ Jann Yip
Tel: (65) 238 3448/ 238 3449
Fax: (65) 222 0124
Mobile: (65) 9691 0292/ 96512844
Email: derrick@eastwestpr.com.sg/ jann@eastwetspr.com.sg

About Adreact
Adreact specialises in permission-based SMS campaigns, presenting advertisers with a full and comprehensive offer that aims at creating continuous relationships with consumers.

Adreacts interactive mobile marketing solution provides advertisers with pull and permission push SMS capabilities, a full content mix, IVR and HTTP compatibility, reverse billing and premium rates and to wrap up - Data capture and management.

Adreact is a privately held company, based in the UK with an R&D arm in Israel.

Adreact is part of the Sixeye media technologies group offering expertise across three sectors: digital ink, flexible media and cellular media with 60 employees worldwide, providing the full team backing of the companys extensive marketing and media, technical, content writing and design experience.

Additional and information about the company is available at www.Adreact.com

For more information contact:
Communication Contact
David Kelly
Tel: +972 2 533 6007
Mobile: +972 55 330065
david@Adreact.com    

Country Manager
Irit Reed
Tel: +44 192 3828491
Mobile: +44 797 3426706
Irit@Adreact.com

Corporate Communication
Ruth Poliakine
Tel: +972 2 533 6007
Mobile: +972 55 330002
ruth@sixeye.com