"Improve customer loyalty: In the U.K., the restaurant chain Subway launched a location-based marketing campaign called "You Are Here." The campaign used LBA and multimedia messaging (MMS) to reach targeted users within close proximity to a Subway.
Users had to opt in first -- always an important consideration for a location-based marketing campaign. Once they had done so, they received MMS messages alerting them to special discounts as they were walking by a Subway location.
In a sense, Subway said, "Hey, next time you're near one of our restaurants, do you want us to send you a text with a special discount on it?" By confirming they were interested in receiving the messages, customers were giving Subway permission to text them."
Read more: http://www.entrepreneur.com/article/223304#ixzz2WgnKYXsn