Orange loyalty drive offers film night out

by Peter Crush, Marketing Direct 30-Apr-04

Mobile operator Orange has teamed up with mobile technology provider Flytxt to roll out the UK's first nationwide coupon loyalty programme.

The promotion, called 'Orange Wednesdays', gives Orange customers the ability to buy 'two for one' cinema tickets for any film at any cinema chain (including independents) on a Wednesday by redeeming an SMS voucher from their mobile. To receive the voucher Orange subscribers simply text 241 or enter via WAP or IVR.

Flytxt has co-developed the voucher reading technology in conjunction with technology firm Active Media which will be deployed across more than 450 cinemas at launch. This is expected to rise to 2,000 cinemas soon after.

"This is a huge step forward for confidence in mobile vouchers," said Lars Becker, CEO at Flytxt. "Orange's confidence in investing in technology on-site should encourage more interest in this model," he added.

"The voucher reading equipment won't scan a barcode because Orange wants the service to work on all handsets," said Ramesh Kumar, MD of Active Media. (See Think Tank page 18.)