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Dairy Queen Tests Mobile Coupon Program

By Dec 26, 2007

Dairy Queen is testing mobile coupons in an effort to drive traffic to its restaurants.

One2One Mobile has launched a pilot program for three Dairy Queen restaurants in central Indiana owned by the JD Restaurant Group, in which customers send text messages to receive mobile coupon offers.

Customers text DQ to shortcode 474992 to opt in to the DQ Mobile Rewards program.

To redeem the offer, subscribers show their cell phones with the offer to a Dairy Queen employee. The current offer includes a coupon for a free combo meal consisting of a hamburger, French fries and a drink.

Mobile coupons are part of a growing trend marketers are using to get customers in-store.

About six different coupons will be delivered to subscribers’ mobile devices each month during the two-month flight, Scott Yancy, president of One2One Mobile http://www.one2onemobile.com, said.

“We might send lunch time coupons around 11 a.m., or if we want to get high school kids, we’ll have offers for mid-day snacks around 2:30 p.m.,” Yancey said. “We want people to think about Dairy Queen before they go to lunch and after school.”

In-store signage promotes the program, which launched two weeks ago.

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