Case Study: Harvester achieves 16,000 mobile voucher downloads and seamless Apple Passbook redemptions with Millennial Media

Harvester Leverages Apple Passbook Functionality to Oer Innovative Mobile Voucher Campaign

Harvester, part of Mitchells & Butlers, needed a way to reach relevant UK diners and provide a seamless mobile voucher experience for downloading and redeeming offers. Working with technology partner Eagle Eye and Millennial Media, the challenge was to deliver a targeted, easy-to-use promotion that would drive footfall and be trackable at the restaurant level.

The team launched the UK’s first iOS6 Passbook campaign: a two-click offer of £5 off a £30 spend, redeemable at any Harvester and targeted to families and eat-out enthusiasts on iOS6 devices. Nearly 16,000 vouchers were delivered in two weeks, about 700 were redeemed, and the campaign achieved a £3.41 CPA — results the client said exceeded expectations.

Harvester

Helen Worrall

Senior Advertising and Communications Manager