ActiveMedia Technology’s innovative solution, powering the Orange Wednesdays campaign has
won the Marketing Direct Intelligence Award for innovative use of mobile CRM data.
At an awards ceremony in September 2004, the Orange Wednesdays campaign was recognised
as the most innovative in its use of CRM data collected through the redemption of mobile
coupons.
Orange selected flytxt and ActiveMedia Technology; the two leading companies in the mobile CRM
space, to provide the SMS interactivity and the redemption of the mobile coupon
through an innovative solution called RAPOS™ (redemption at POS).
ActiveMedia Technology’s and Flytxt’s solution allowed Orange to reward its
customers with two cinema tickets for the price of one through a unique mobile couponing offer.
The campaign involved Orange customers requesting a 241 cinema coupon on their
mobile phone. That coupon is then redeemed at any cinema in the country for any show on a
Wednesday. Data on the customer who requests the coupon, including the cinema the coupon is redeemed at and the film shown, is captured. All the information is
collected and used for further CRM opportunities as well as for enhancing the service. The Orange
Wednesdays campaign is the biggest mobile couponing campaign in the country. It has
brings the mobile operator Orange and the UK Cinema Industry into a 3 year deal.
Interactive Marketing and Advertising Awards
The Orange Wednesdays campaign won yet another award in November last year, bringing the total
to 3 awards for the year 2004. The “Special Award for Technological Innovation” from the Interactive Marketing and Advertising Awards, was conferred to the Orange Wednesdays campaign.
ActiveMedia Technology’s innovative technology – RAPOS™ powering Orange
Wednesdays campaign is at the heart of the solution providing the largest number
of mobile coupons being delivered and redeemed ever.
