Auto lube giant Valvoline runs mobile coupons effort

Valvoline tapped Cellfire Inc. to help make mobile coupons accepted at all 107 Valvoline Instant Oil Change centers in Cleveland, Minneapolis and St. Louis. Mobile phone users can save money with exclusive offers on oil change or preventative services.

“The objective of this campaign is to drive traffic to Valvoline stores and reach a new audience, as Valvoline historically advertised via direct mail to existing customers,” said Dwight Moore, vice president of corporate communications for Cellfire, San Jose, CA. “They expect mobile couponing to catch on and wanted to learn about this new medium.”

Valvoline Instant Oil Change claims to be the second-largest quick-lube chain in the United States.

The mobile campaign started June 17. The call-to-action consists of in-store signage asking consumers to text V to 22888 to receive the coupons.

Once participants opt in via text they receive a link to Cellfire’s site, where they are asked to name their wireless carrier. They are then redirected to a mobile landing page at http://s.cellfire.com with the Valvoline coupons ready for download. They receive $7 off a full-service oil change or a $10 discount off any preventative service.

Cellfire provides consumers with discounts directly on their mobile phones. The mobile coupon and discount service allows consumers to access deals from brand-name merchants nationwide through their mobile phone.

For many advertisers going paperless is attractive when compared with using direct mail due to rising paper, postage and fuel costs.

Going mobile also helps Valvoline to reach out to consumers on the go.

“I think many advertisers find paperless to be very cost-effective means of reaching an audience,” Mr. Moore said. “With fuel costs on the rise, direct mail becomes more expensive.

“Mobile coupons overcome this challenge and they also provide the advertisers a more interactive way to reach consumers,” he said. “Paper coupons can be easy to forget to take along with you, but mobile coupons are always with the consumer.”