Passbook Proves a Winner in European Restaurant Marketing

Apple’s Passbook is fast-becoming a marketing cornerstone for European restaurateurs.

According to details presented in a new case study, UK restaurant chain Harvester capitalized on Passbook to generate customer interest and drive new sales.

Harvester and their technology partner Eagle Eye created a campaign that offered consumers a discount. The voucher could be used at any Harvester restaurant across the UK, and could be redeemed directly from the mobile device… The campaign was targeted to families and people who enjoy eating out, and the ads were only shown to consumers on mobile devices running iOS6.

The results? Nothing short of impressive.

  • The campaign drove issuance of almost 16,000 vouchers in two weeks
  • Almost 700 vouchers were redeemed during course of the campaign
  • The overall campaign CPA achieved was £3.41

“The campaign exceeded our expectations,” explains a representative of the restaurant. “Clearly Apple Passbook users love a great deal as much as they love their technology! Eagle Eye’s platform gave us the real-time data and secure redemption we needed to control the offer with confidence, while Millennial Media’s platform hit the right users.”