A Domino's Pizza near the University of North Carolina at Charlotte serves 25,000 students.
Area Director Ryan Swanson wanted to increase revenue streams and engagement on social media platforms, particularly Facebook. But the pizzeria's 30-60 second spots, airing on screens throughout the venue, appeared to only generate limited success.
Swanson tested his theory that SMS solutions would garner solid, measurable results with an initial ad he knew would be a loss leader. Advertising a Keyword and common-use short code during the TV spots, he offered free pizzas for opting-in to the Keyword subscriber list and joining the Facebook group.