Mobile Marketing - New Marketing

• “Mobile phones and wireless devices have quietly become the newest, hottest frontier for big brands from Pepsi to Nike, especially those itching to reach the coveted 18- to 34-year-old set.” - USA Today

• 207.9 Million U.S. subscribers by end of 2005

• 69% of total U.S. population is wireless

• 6% of U.S. households are wireless only

• 9.8 Billion SMS messages sent in December 2005, up 109% from December 2004

• $8.6 Billion in data revenue in 2005, up 86.4%

The Goal

• Goal: Increase traffic to locations through hype of new product release.

• Goal: Engage the 18-34 year old market

• Goal: Utilize an interactive text messaging/ wallpaper/ ringtone campaign

• Goal: Build a usable mobile data list via double opt-in procedures.

The Campaign

• Text2Win Campaign• Opt-in to participate in the

DelTaco Text Campaign.• Multiple choice questions

about new product launch• Correct responses drive

traffic to coupon download page, generate geo-targeted data.

• Weekly alerts inform opt-in list of information regarding Del Taco (late night, specials, etc.)

The Opt-In

• Text a keyword to a specific short-code (5 or 6 digit number assigned to the campaign).

• Call To Action: Text “DELTACO NEW” to 42255 to play.

• User receives response to confirm opt-in by responding with YES

Playing The Game

• Answers to questions in multiple choice format.

• Call To Action advertised on in store posters, on-cup, traditional media, and online

• Follow up alerts should be sent no more than once a week.

Winners!

• Winners are prompted to visit a web landing page to download coupons redeemable at the stores.

• Gather further demographic information via online registration.

…and losers!

• Loser messages up-sell products and advertise specials.

• Inform players of late night and any web information.

Campaign Add-Ons

• Wallpapers: Provide users with access to Del Taco images for download to their mobile devices via shortcode.

• Ring Tones: Make the Del Taco theme a mobile ringtone for download via shortcode.

• Can be Premium - end user is billed a nominal charge to their cell phone account

• Follow up campaigns to encourage people with Del Taco wallpapers or ringtones on their phone to come to a store, show wallpaper or play ringtone to get freebies or discounts.

Campaign Boosters

• Purchase a mobile data list to create awareness of the campaign, and jumpstart shortcode activity.

• Implement interactive MySpace campaign to geotarget potential users.

• Provide MySpace page customization to build loyal user base.

MYSPACE.com - Target Your Consumer

MySpace.com

• 100+ Million Registered Members• 40+ Million Unique Users Per Month• 13.5+ Million Daily Unique Logins• 250,000 New Registered Users/Day• 50.2% Female / 49.8% Male• Primary Age Demo: 16 – 34• 22.3 Min. Per Session Average Usage• 75%+ of User Base is Active• Average User Logs on 7x Per Month• 2+ Million Band Profiles

Thank You!

For more information contact:

Evan Lazarus

Evan@lazbro.com

310-989-6111