Using an O2 UK location-based advert, the UK gym chain, Fitness First, has seen over 1,000 new members sign up to a mix of four-month and annual subscriptions.
O2 says that the UK mobile ad campaign, which targeted 18-35 year-old smartphone users over an undisclosed period, used its "You Are Here" service, which determines the location of a subscriber to direct them to local facilities.
The operator claims that Fitness First registered a stunning 2,690 per cent return on investment together with nearly £400,000 in new membership revenues. Shaun Gregory, managing director of O2 Media, told New Media Age that this demonstrates the case for mobile operator-led ad campaigns, particularly those with a location element. "It's also extremely effective at driving revenue streams and huge ROI," he added.
Single Londoners were the most responsive to the campaign, according to Gregory, claiming that "the evidence for using location-based marketing is really beginning to mount." The operator says that it plans to increase the number of O2 Media users from the current 2.5 million to 10 million by year-end. Users can opt-in to the O2 Media service by agreeing to receive SMS adverts.
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