AMC Theatres is loading its locations with mobile calls-to-actions that prompt users to sign-up for SMS alerts from the company. In addition, the company is leveraging Apple’s Passbook to let consumers store coupons and offers.

“Messaging platforms leverage the most personal and direct communication link between a brand and its consumers – more than 97 percent of text messages are read and more than 90 percent of them are read within the first three minutes, and there is no other marketing channel that can claim that,” said Cezar Kolodziej, CEO/president of Iris Mobile, Chicago.

“This results in the highest redemption rates among all mobile technologies available today,” he said. “Using SMS as an entry point to sign movie lovers up for a long-term texting promotional program is a great way to keep them aware of latest movies and bring them back to enjoy latest releases at the movie theater near them.”

Mr. Kolodziej is not affiliated with AMC Theatres. He commented based on his expertise on the subject.

AMC Theatres did not respond to press inquiries.

Mobile offers
AMC Theatres is leveraging multiple pieces of marketing in theaters to promote the summer initiative.

Calls-to-action are plastered on posters, signage and on check-out screens at concession stands. Additionally, on-screen ads on the theaters’ big screen encourage consumers to participate.

Creative for the campaign reads, “Score! $1 off lrg fountain drink :)”

Users are then promoted to text the keyword JOIN to the short code 242424 to receive their coupon.

By sending the text, consumers are also opted-in to AMC Theatres’ SMS program that sends up to six messages per month.

The SMS message that consumers are sent contains a time-sensitive link to a landing page with a QR code that can be scanned by an AMC Theatres employee at the concession stand. The landing page also includes a list of instructions that explains how cashiers accept the coupon.

Additionally, the offer can be stored to the Passbook app for consumers with an iPhone, which will likely not only help remind consumers of the offer when they are at an AMC Theatres location.

The coupon for the $1 off of soft drinks expires on June 27.

Mobile past
This is not the first mobile initiative from AMC Theatres.

Last year, the company rolled out a mobile ticketing iPhone and Android app that not only lets consumers buy tickets but also integrate into the company’s loyalty AMC Stubs program (see story).

Additionally, the company added all of its locations to Fandango’s system to spur digital ticket sales last year (see story).

In this case, focusing on SMS to distribute mobile coupons since movie tickets are often a spontaneous, quick purchase for consumers.

Additionally, mobile has proved to be effective for film studios and theaters in driving ticket sales.

“Texting for mobile loyalty programs retain a lot of customers,” Mr. Kolodziej said.

“For Iris Mobile’s clients, we have noticed in our rich media messaging campaigns a 20 percent monthly increase in all mobile text clubs’ memberships, and more than 98 percent of opted-in customers stay with the program they signed up for,” he said.

“This is a great tool to build your loyalty program because it allows brands to reach customers anytime and anywhere on any device.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York