Mariano’s – OOH Delivers a Digital Call-to-Action


“I just used my $10 off $25 coupon and got some of those $2 cupcakes.” / – Consumer, Chicago

In partnership with Blue Bite, we launched a turnkey out-of-home SMS advertising campaign for Mariano’s Fresh Market in Chicago. We sent a mobile billboard to key locations near the new store with a clear call-to-action for passersby. When someone sent a text message with the keyword “grocery” to shortcode 99000, they instantly received a digital coupon good for $10 off a purchase of $25. We were able to serve and host the coupon digitally while tracking engagements, and Mariano’s could track in-store coupon redemption. During the two weekends of the campaign, we also executed a four-person brand ambassador team to generate more excitement by interacting with consumers on the street. In addition to boosting the text-to-get offer, the brand ambassadors distributed paper coupons to further promote the new store opening. This led to countless lasting impressions and many memorable out-of-home experiences.

2 weeks of a mobile billboard driving high frequency within a close proximity to new store location

1,048 text messages sent to the campaign’s shortcode

1,000 paper coupons distributed by the brand ambassador team during two weekend flights

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