If you’re an Orange customer in the UK, you’ll know about Orange Wednesdays.
Orange did a deal with the cinema chains here so that, if you go to the cinema (“movies”) on a Wednesday, you can claim 2-for-1 entry. Half price.
Nice.
This works quite nicely for the cinema chains because it gives them a good boost during the mid-week lull. And it’s a rather good bonus for many Orange customers. Indeed I’ve met quite a few Orange customers who are *locked in* by the Orange Wednesdays special offers. They’d like an iPhone, for example, but they don’t want to forgo their 2-for-1 ticket offers every Wednesday.
When you look at the various benefits offered by operators — Orange Wednesdays is perhaps the most ubiquitous ‘benefit’ for being with them. Anyone across the UK ca n qualify.
Whereas o2 will offer you priority booking at the o2 — or at a number of smaller venues around the UK — it’s… well I don’t know if it’s as much as a lock-in as 2-for-1 cinema tickets every single week.
Orange has a £7m ad campaign comin’atcha to tell you all about the (enhanced) offerings. The theme they’ve chosen for the ads? The Wizard of Oz. Heh. Nice.
Here’s the Pizza Express news:
Orange has also signed a deal with PizzaExpress to offer Orange Wednesdays customers the chance to get a 2-for-1 deal at PizzaExpress for the next 6 months. All you need to do is simply text ‘film’ to 241 from your Orange mobile to get your cinema tickets, then head to orange.co.uk/orangewednesdays to download your PizzaExpress 2 for 1 meal deal voucher – including a choice of either free garlic bread or dough balls.
Definitely, DEFINITELY go for the free dough balls.
The ad is pretty good — as we’ve come to expect from the creative team at Orange.
Here it is:
Orange’s newest 2-for-1 voucher deal from Mobile Industry Review on Vimeo.
Now if Orange went the next step further and asked all those faceless pre-pay customers their NAME as a start, then something about what else they liked to do with their time….they'd have a permission based and relevant reason to advertise to their customers with a range of relevant offers – with the user in full control and only receiving things they actually want.
As I've been saying – a conversation starts with a name – try NOT asking the next person you meet their name – it will feel very strange.
Let's make the relationship with the mobile personal AND relevant
Andrew Grill
http://www.london-calling.org.uk > the mobile advertising blog
Interesting development, but I still can't fathom that step where the user has to text and THEN get a printable voucher – it seems in the face of money saving all thoughts of environmental impact are thrown out the window. You'd think that someone would come up with a paperless voucher system. Oh, wait, AfterWorkDeals already has!
but u cant use after work deals through out the country! so its not open to everyone!
but u cant use after work deals through out the country! so its not open to everyone!
pizza hut still my preferred place to get pizza. It just rocks!
Sorry maxtex, only if you're under 9 years old and/or a horrid chav.