HoneyBaked Ham is combining radio and mobile this Thanksgiving to see if the brand can stir up big sales in Atlanta for a holiday known for turkey feasts. Various radio stations in the southern market will air a spot that will push a mobile coupon offering $5 off the company's half-ham product for those who dial **Ham.
The call will create a geo-targeted reply message directing the consumer to a particular store carrying HoneyBaked Ham. The brand is utilizing Zoove's system—also recently employed for similar efforts for Ford and Kool-Aid—for the pilot program.
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