O2 announced that it is the first network provider to offer large-scale location-based mobile marketing service in the UK. As a result, brands are able to deliver relevant SMS and MMS to consumers in a more targeted and effective way than ever before. Consumers on their end opt into the service to receive relevant messages dependent on their age, gender, interests and their current location.
Among the first companies to jump on board are Starbucks and L’Oréal. The former will offer money off Starbucks VIA Ready Brew at a nearby branch, while the latter runs buy one get one free campaign on L’Oréal Elvive hair care products at Superdrug.
Interested O2 customers (16 years old or older) can register by text on mobile or on O2 More’s website by inputting information about their age, gender and interests such as football, travel and cinema. User information is kept private and only known to O2. The carrier vowed to send a maximum of one SMS or MMS per day, while customers can opt out of the service at any time…