Omaha Steaks has tapped StarStar technology to help the company make it easier for consumers to receive offers and place orders using their mobile device.

The company is promoting its new **OMAHA initiative at the Food Network South Beach Wine and Food Festival, which takes place Feb. 21-24. The company has increasingly made mobile a focal point of its overall marketing strategy.

“By using **OMAHA and **STEAK, we are making it quick and easy for customers to receive offers and place orders for our gourmet products via their mobile devices,” said Kelsey Bugjo, a spokeswoman for Omaha Steaks.

How it works
Through the effort, Omaha Steaks has secured **OMAHA or **66242 and ** STEAK or **78325.

With that, customers can order their favorite gourmet products using their smartphone no matter where they are.

Omaha is getting the word out about the promotion through signs, photo activation, online ads and promotional appearances.

Consumers receive a text message or audio greeting prompting them to engage further and at that point they can opt-in, based on their phone’s capabilities, to place an order by phone, or receive a text message with a special offer and link to OmahaSteaks.com.

Past efforts
Omaha Steaks has been ramping up its mobile efforts over the years.

In 2010, the company rolled out an iPhone app to engage loyal and prospective customers by providing tools for preparing and serving the perfect steak every time (see story).

In 2011, Omaha Steaks launched a mobile Web site to enhance its various marketing channels and make it easier for consumers to purchase its food products while on the go (see story).

Most recently, an Omaha Steaks executive claimed that 3-5 percent of its overall online sales came from mobile (see story).

“Throughout our nearly 100 year history, we have always strived to provide customers with an easy and convenient experience,” Ms. Bugjo said.

“We recognize customers want to be communicated with through mobile technology and are excited to provide this new option as an added level of service for our customers,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York