Consumers who opt-in can now receive SMS coupon alerts from White Castle whenever they're between one and five miles of one of the chain's restaurants. The new Text2Crave service takes advantage of SMS, which is "known to have the highest redemption rates -- dwarfing those of all of all other forms of distribution, including direct mail, newspaper ads, mobile applications, television commercial and mobile banner ads," said Shuli Lowy, marketing director at Ping Mobile.

Related Summaries