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Peter Piper Pizza has signed on as Single Touch Systems Inc.'s first client for its newly launched FollowMe location-based mobile ad service.

Peter Piper Pizza will use Single Touch's FollowMe mobile solution to deliver targeted ads to the smartphones of people within close proximity of its pizzerias. The pilot will test in several locations throughout Texas.

Peter Piper Pizza is a client of advertising firm Santy Integrated, which facilitated the advertising network seller agreement.

"Our goal is to take our clients' audience from being interested to being passionate. That first step starts with engaging potential customers and in doing this, our firm looks to use every available tool in today's dynamic media landscape to encourage tangible, meaningful, powerful results," said Dan Santy, Santy Integrated founder.

Through the FollowMe pilot, Peter Piper Pizza and Santy will create a virtual zone, or geo-fence, around several pizzerias and deliver coupons, special offers and ads to the targeted smartphones phones within the geo-fenced zone.

"Delivering a coupon or ad to a customer certainly increases brand awareness. However, delivering that coupon or ad to a customer who is within close proximity of the goods or services being offered, via their mobile device, has an amplified impact in terms of brand impression, customer acquisition and resulting revenues," said James Orsini, Single Touch president and CEO.

According to data published on sparksheet.com, 90 percent of people conducting a mobile search act within one day, and 70 percent act within one hour.

"There is an immediacy with mobile," said Orsini.

Peter Piper, Inc. currently has 139 company and franchise-owned restaurants in the Southwestern U.S. and Mexico.

Read more about mobile initiatives.

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