In running a mobile coupon campaign, burrito restaurant chain Big City Burrito learned a valuable lesson: Be careful what you wish for.
The chain’s metropolitan Denver area mailed coupons to select residents offering a free burrito for texting in to a short code. What happened next at the three Big City Burrito restaurants is word of mouth at its best and mobile at its most enticing.
“Customers lining up to buy a burrito found out from others about the free offer, stepped out of line, texted and then stepped back into line,” said John Besley, owner of Money Mailer of Metro Denver.
“We had people broadcasting to their [mobile] address books,” he said.
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