Orange, one of the most successful mobile network operators in the UK, wanted to create an innovative loyalty campaign. In partnership with 2ergo, Buongiorno and the UK cinema network in 2004, and supported by a national media campaign, Orange launched Orange Wednesdays, offering all Orange customers the chance to receive ‘two-for-one’ cinema tickets every Wednesday. Wednesday was chosen as cinema attendance was the lowest on this day.
Orange selected 2ergo’s coupon redemption solution which enabled Orange customers to easily take up the offer and ensured cinemas could quickly validate Orange customers when they arrived at the box office. After texting FILM to 241, Orange customers receive a ‘two-for-one’ unique text ticket code which is then redeemed at the box office. The code is scanned or entered into the participating outlets’ EPOS system or behind the till GPRS enabled unit. An inbuilt two-way security validation system validates the Orange user and the coupon number before the ‘two-for-one’ free ticket is issued.
Orange Wednesdays is now not only the longest running but also one of the most successful mobile marketing campaigns in the world, having been enjoyed millions of times since the deal was launched in 2004. As well as allowing organisations to distribute and redeem coupons the end-to-end capability also meant Orange could manage and track coupons issued as well as receive real time reports on the campaign.
Wednesday is now the most popular day of the week to go to the cinema outside of the weekend and continues to achieve high levels of customer response.