By Mat Brady, CMO, Just Eat

Just Eat, the online takeaway, has become a mouthful. It's expanded by 250 per cent in the past year and now delivers over 60,000 meals a day. CMO Mat Braddy, shares some tasty tidbits about apps, social and Facebook fans.
So, what will ad:tech attendees have to "take away" (ho ho ho) from your presentation?

[Laughs] Well, I'll be discussing how Just Eat has made the most of Facebook and email campaigns. For example, it sounds simple but we make sure the same team that runs the emails campaign run the social networking side of things too. So what we have been able to do is create campaigns via email and via the fan pages with the same tone and in sync. We've built a coherent message this way that's worked. We have a massive fan based profile, we are now actually bigger than Dominos Pizza. Dominos is a much larger brand than us and who have a much bigger TV budget than us but we actually have way more Facebook fans in the UK, for example.

That's impressive, tell us more

By integrating email marketing with social networking we have been able to get really good growth. Now we are actually seeing social networking as being a really important part of our Customer Retention Strategy.

How? What kind of things do you do to keep customers loyal?

Well, for key events like the World Cup -- we obviously don't have the budget to be a FIFA partner! Yet. But we still got in on the action. We ran lots of mini promotions. For example, for one of the England games, while everyone was at work, we ran a "win a world cup party for your office" on Facebook. If you became a 'fan' of Just Eat on Facebook you could win a £100 voucher for that day. Using social networks means the promotion becomes organic in the real world because then you have a big event in the middle of an office, of not just the advocate that is a fan but the office too. It's a great way of translating the social aspect into the real world. By having email and social networking together it helps to create those moments. We also did a voucher for the election speeches. We used Facebook to give out vouchers throughout the debate: "You are watching the speeches debate, here is a voucher". People responded really well.

You've got a Facebook page and a Twitter profile?

Of course! Our Twitter strategy is pretty much about encouraging the user to Tweet about us rather and us Tweeting too much but we do Tweet on there every couple of days. We haven't gone out of our way to get lots of followers. What we have said is when you do an order we have put in the order process: 'please tweet this order'. Then dozens of people tweet: 'I have just ordered a Chinese from Just Eat' or 'I have ordered from Mr Wong's on Just Eat' or whatever.

Why would people do that?

It's about making it easy for them, so it's just a big button. It does the work for you. Food's a very social thing. People what to know 'how was it?' 'How was your meal?'. People do share their entire lives on Twitter.

Tell us about the Just Eat app that involve Belly and Brain [the Just Eat mascots]. Is where Brain throws pieces of Pizza into Belly's mouth?! It's funny, but what are you hoping to achieve with the game?

Without a big TV budget we needed to find some good characters and give them a life outside of just being on television. The aim was to breathe life into them. We are trying to make a really good game not an advert game. There are too many games out there where you are being chased down the hill by some crisps or something and you know people have a look at that once but they don't love it. You don't love a game where you are being chased by some washing powder. I have seen too many games go wrong when they've spent £50,000 on a brilliant flash game that you play for five seconds and think that's nice and never look at it ever again.

They are very cute!

People love them, so you know we wanted to create a game about them that people keep on their phone for more than a week. Not just being chased down the hill by a pizza type game.

So how is this different?

We have not gone down the agency route; we have gone down the route of finding game developers. They're not just developing it, they're also doing a diary on our Just Eat blog about it every week.

So why did you think an agency couldn't deliver? (Excuse the pun)

[laughs] Well I'm sure they could, for the right price. We just thought it would be more inspiring to talk to passionate developers. I'm not slagging off the agency process though!

Can you just click through to Just Eat and buy some of the pizza that Belly's enjoying?

Yes, you can just click through the website and find lots of goodies. We are lucky that we have these characters so we want to spend a little bit of our budget just building those characters up.

What's next? If you reach a certain level will you win a free pizza or something?

Ooh, interesting idea. Perhaps…

Mat Brady will be discussing Three examples of social media in practice at the ad:tech London conference, London 21-22 September 2010, about content, creativity and conversation. Register now for your free ticket.