Sonic Drive-In spurs 5x more app downloads with RCS pilot

Brief:

• Sonic Drive-In boosted app downloads and other mobile activity in a test of next-generation messaging for Android smartphones. The fast-food chain worked with mobile marketing platform Mobivity on a pilot of rich communications services (RCS), an upgraded technical standard for mobile messaging, per an announcement shared with Mobile Marketer.
• The test spurred five times as many app downloads than seen with communications by multimedia messaging service (MMS), an older chat technology based on the short message service (SMS) standard. Sonic also saw a customer registration rate that was three times higher than for MMS recipients, and a 50% purchase rate from mobile customers who registered on the app.
• Sonic’s pilot, conducted Jan. 14-17, used Google’s RCS Business Messaging to send interactive messages about its restaurant app, targeting customers among more than 3,500 locations. The test established a baseline by not including offers, discounts or other incentives, per Mobivity.

Insight:

Sonic’s test of

Article source: https://www.mobilemarketer.com/news/sonic-drive-in-spurs-5x-more-app-downloads-with-rcs-pilot/576698/