As it turns out, Apple's Passbook functionality introduced with iOS 6 last year is making waves in restaurant marketing across the pond.
According to the details presented in a new case study published this week, UK restaurant chain Harvester has used Passbook quite successfully to generate foot traffic and sales at its establishments.
Harvester and their technology partner Eagle Eye created a campaign that offered consumers a discount. The voucher could be used at any Harvester restaurant across the UK, and could be redeemed directly from the mobile device… The campaign was targeted to families and people who enjoy eating out, and the ads were only shown to consumers on mobile devices running iOS6.
“The campaign exceeded our expectations,” says a rep. for the U.K. restaurant chain. “Clearly Apple Passbook users love a great deal as much as they love their technology! Eagle Eye’s platform gave us the real-time data and secure redemption we needed to control the offer with confidence, while Millennial Media’s platform hit the right users.”
Source: Millennial Media