Brief:
- Papa John’s Pizza ran a rich communication services (RCS) messaging campaign for World Vegan Day on Nov. 1 that resulted in sales 23% higher than that of short messaging service (SMS) communications, according to an announcement.
- It ran the campaign for three days in the U.K., where the pizza chain has more than 350 restaurants and sees more than three quarters of its digital sales through mobile marketing channels, per the details.
- The chain worked with cloud communications provider Infobip and Google RCS Business Messaging. Broadly, RCS provides more multimedia features that simple texting, including the ability to deliver video, higher-quality pictures and files to mobile users. The format also supports two-way messaging features including reply and action buttons.
Insight:
Papa John’s campaign for World Vegan Day demonstrates how RCS can offer a more compelling platform for consumers than traditional SMS messaging channels. While SMS is limited to text communications that are
Article source: https://www.mobilemarketer.com/news/papa-johns-rcs-promo-for-vegan-pizza-outdoes-sms-23/568151/
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