12/03/2001 04:40:43 PM|||Scott Lewis|||

Mmmm… donuts

Finally, someone has come up with a worthwhile wireless application. AdreAct — an Israeli company registered in the U.K. — has teamed with Dunkin' Donuts to promote the pastry brand in a way that takes advantage of two European traits: a love of short message service and the desire to get free stuff.

Beginning in Italy, where the American brand has the same name recognition that Nutello has in the U.S., AdreAct is putting up billboards offering wireless users free coffee for sending a message with the word “donut” in the text to specific phone numbers. A return message acts as an electronic coupon.

The program doesn't provide a cut of the transaction to carriers but does increase SMS traffic, which is generally paid for on a per-usage basis. The companies also are offering drawings for a Piaggio scooter to those that buy a donut with their free coffee and fill out a three-question survey.

Another option lets users provide some demographic information in exchange for a Dunkin' Donuts donation to a local charity.

A recent survey by Cahners In-Stat Group found that 64% of users do not warmly embrace the concept of mobile advertising but would view mobile consumer brands better if they had some benefit, such as special offers or discounts. “It's very important to remember that you'll never get [the free coffee coupon] unless you ask for it,” said Ruth Poliakine, project manager for AdreAct. “You have to want to participate.”

Donuts… is there anything they can't do?

Jump

|||110539696384596754|||Talk of broadband economy