BP’s Wild Bean Café ups brand loyalty with mobile marketing

Andrew McCormick, New Media Age

BP’s coffee chain Wild Bean Café is aiming to build brand loyalty via mobile in its first foray into digital marketing.

The brand, which has 172 UK branches, is launching a reward scheme that entitles customers to free goods when they register their mobile number and other personal details online. Vouchers for free merchandise will be delivered via SMS, which can then be redeemed at the chain of stores nationwide.

Media agency MindShare Interaction has created the mobile campaign, using i-movo’s SMS technology.

An online ad campaign created by Ogilvy One is set to promote the offer across sites heavily used by motorists, including AA and Multimap. As Wild Bean Café’s web presence is under development, the ads link to a temporary campaign site.

A spokesman for MindShare Interaction said the campaign may lead to the creation of a community around the brand online and on mobile.

The campaign is the latest example of MindShares activity in the mobile space. In July it worked with global brands Unilever and Coca-Cola and mobile agency Rhythm NewMedia in the first advertiser-backed mobile content trial across multiple networks.

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