Marketing Goes Mobile at K-VA-T, Food Lion

NEW YORK — K-VA-T Food Stores, Abingdon, Va., and Food Lion, Salisbury, N.C., are using monetary prizes to encourage shoppers to sign up for their new texting services.

Those who join K-VA-T's new "Connect 2 FC" mobile text messaging service are automatically entered into a sweepstakes to win a $100 Food City gift card. Connect 2 FC members receive messages about Food City news and promotional offers, including exclusive coupons.

Meanwhile, Food Lion is offering a free holiday dinner to members of its new "Food Lion Mobile Club." Those who text the retailer by Dec. 30 will be eligible to win a $50 Food Lion gift card. Club members receive exclusive coupons, promotions and information about Food Lion's products and services directly to their mobile phone.

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