The mobile campaign run by Wendy’s gives subscribers free drinks at local stores if they agree to opt-in to receiving other Wendy’s offers. They are finding some initial success with a younger user base.
Much like the mp3 did to the music album, these campaigns fragment the circular and will reach a targeted self-selected user base. But how many of these campaigns will a user accept before the volume is too great to handle or care?
Setting aside the point of sale integration issues, the user experience challenge of driving demand scalably on the mobile is much harder because of the smaller resolution. Like the web, determining intent and serving ads at that moment will be the key to the scale issue.