SONIC Drive-In, Mobivity Drive Significant Lift in App Downloads and Registrations without Incentives
Mobivity Holdings Corp., a provider of personalized customer engagement solutions that drive customer frequency and spend, announced the results of SONIC® Drive-In’s pilot campaign using Google’s RCS Business Messaging. Using Mobivity’s Mobile Messaging, the SONIC pilot broadcasted interactive and engaging messaging through RCS about its restaurant app, targeting customers across more than 3,500 locations. The record-setting results with RCS did not leverage offers, discounts or other incentives and:
- Resulted in five times as many app downloads versus previous MMS mobile messaging;
- Demonstrated a three times higher app registration rate versus typical downloads from MMS recipients; and
- Showed a 50 percent purchase rate from people who registered on the app.
“Our initial results with Mobivity’s program were impressive, especially since we were using a new technology and no offers or incentives,” said Kim Lewis, Vice President of Digital Strategies at SONIC Drive-In. “We look forward to expanding this digital approach with Mobivity to further drive customer engagement and frequency within our digital channels.”
As the next generation of SMS, providing rich media features found in apps, Google’s RCS Business Messaging delivers the simplicity of messaging while allowing customers to find the nearest restaurant, get special offers, order and pay via mobile. Mobivity joined Google’s Early Access Program in 2017 and works with QSRs to implement RCS programs that deliver richer customer experiences.
“SONIC’s success proves the power and effectiveness of RCS in driving customer engagement and tangible results,” said Dennis Becker, Chairman and CEO at Mobivity. “The pilot’s results are really remarkable considering none of the offers or incentives typically used within the QSR category were used. With RCS integrated into our Recurrency platform, we’re looking forward to new opportunities with SONIC.”