British wireless operator O2 launched a large-scale location-based mobile marketing program in the United Kingdom, allowing brands to reach consumers through SMS and MMS near the point of purchase. Starbucks and L’Oreal are the first brands to use the marketing program. Adidas, Land Rover, Autotrader, Barclayscard are also listed on the dedicated 02 website.
With the launch, O2 enables marketers to reach over one million opted-in consumers on their mobile phones when they are out and about. The service is powered by ShopAlerts, a product of Californian start-up 1020 Placecast.
O2 has been registering customers since December 2009 on its website. These customers have given the wireless operator information about their age, gender and interests such as football, travel and cinema.
When opted-in customers are found to be within a geo-fenced area owned by Starbucks, those interested in food and drink receive an SMS offering them money off Starbucks VIA Ready Brew at a nearby branch. With L’Oréal, customers interested in beauty receive an SMS offering buy one get one free on L’Oréal Elvive hair care range at Superdrug.
Customers only receive a maximum of one SMS or MMS per day and they can opt out of the service at any time. The service is not available to customers aged under 16 years.