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Harvester releases their first Passbook voucher campaign

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New solution provides vouchers that are securely redeemable in-store, targeting iOS6 users

5th October 2012 – LONDON – UK restaurant chain Harvester has signed up as one of the first UK advertisers to distribute mobile vouchers using Apple Passbook. From today, customers who are using iOS 6 will able to use their iPhone device to download vouchers and send them directly to Apple Passbook making them available immediately to redeem in any Harvester restaurant in the UK.

Helen Worrall, Marketing Manager, Harvester said: “We are excited to be amongst the first in line to use this new way to distribute mobile vouchers to Apple Passbook users, offering our customers a better and more convenient experience. Not only does it provide us with a new way of engaging the iOS 6 iPhone users, but the benefit having one central point to digitally distribute and redeem vouchers in real-time means we have more control and visibility over our marketing campaign performance.”

The vouchers offer[1] Harvester customers £5 off a £30 spend, and can be used at any Harvester restaurant across the UK. Targeted at families who are using iOS 6, banner campaigns promoting the offer are being run on Millennial Media's mobile advertising platform. The banners direct consumers to the relevant microsite where the vouchers can be easily downloaded. A unique code is then assigned to each voucher and delivered straight to Apple Passbook, so it can be conveniently and securely redeemed in-store using Eagle Eye’s POS redemption technology.

Steve Rothwell, CEO of Eagle Eye, added: “The launch of Apple’s Passbook with iOS 6 marks the beginning of the end for paper and plastic based coupons and vouchers. The restaurant sector is notoriously competitive when it comes to deals, and research has proven there is a huge appetite from customers to make their decisions on where to eat out based on what offers they have available to them, mobile being key to this. We are proud to be in partnership with Harvester to use Apple Passbook as a way of securing their place as one of the most innovative and customer orientated restaurants in the UK.”

Gavin Stirrat, MD EMEA, Millennial Media said: “Targeting customers by taking advantage of the unique attributes of the mobile device enables brands and retailers to dramatically improve the relevancy of their promotional offerings. By layering in a technology like Eagle Eye and a consumer experience like Apple Passbook, it is now possible to close the loop on point-of-sale marketing campaigns, driving real value and efficiencies in the issuance and redemption of vouchers and coupons in a way more traditional channels cannot”.

-ENDS-
[1] – For Harvester offer, please go to http://tinyurl.com/harvesterPB T&Cs apply. Page restricted to iOS6 users only.

NOTES TO EDITORS
For further information, interviews and image requests please contact:
EagleEye: Lisa Corbridge, 0207 842 3265, eagleeyesolutions@speedcommunications.com

About Eagle Eye
Eagle Eye is a world leader in providing retailers and hospitality outlets with fully digitised coupon, gift voucher and payment services.

The Eagle Eye platform allows customers to fully manage promotional coupon campaigns and gift voucher products, each with a unique identifying code, for distribution via digital (online and mobile) media.

In-store, the patented redemption technology integrates with existing Chip & PIN terminals / EPoS systems, providing a single automated, real-time redemption process for all digital coupons, gift vouchers and payment transactions. This provides a great customer experience, alongside key benefits such as cost efficiency, customer engagement, fraud protection and the collection of intelligent, real-time CRM data.

Trading since 2009, Eagle Eye counts leading retailers such as Spar, Gondola Group, Comet, Blockbuster and Aurora Fashions amongst the client base. The rapidly growing team consists of renowned industry experts in the field of mobile advertising and mCommerce, and Eagle Eye is backed by some of the most respected business leaders in retail including former Tesco CEO Sir Terry Leahy - www.eagleeye.com

About Harvester

  • Harvester first opened in Morden in 1983 and has grown to over 200 UK-wide restaurants.

  • The brand serves around 25 million meals to customers each year.

  • The iconic Harvester salad bar is free and unlimited with every main meal.

  • Harvester has recently expanded into retail and leisure parks including a site in the 02 Arena

  • In March 2011, Harvester became the first national restaurant brand to print dish by dish calorie information on its menus

  • Harvester harvester.co.uk is owned and operated by Mitchells & Butlers mbplc.com.

About Millennial Media
Millennial Media is the leading independent mobile advertising platform company.  Our technology, tools and services help app developers and mobile website publishers to maximize their advertising revenue, acquire users for their apps and gain insight about their users.  We offer advertisers significant audience reach, sophisticated targeting capabilities and the ability to deliver rich and engaging ad experiences to consumers on their mobile connected devices.