Agency: Bartle Bogle Hegarty
campaignlive.co.uk, Friday, 20 December 2002 07:00AM
The fast-food giant didn't become a global brand by doing things by halves, so its first SMS campaign, devised by The Marketing Store and run with 12snap, has been touted as the largest retail-based push in Europe. In a joint marketing effort with Disney to promote the film 'Monsters Inc', a competition invited consumers to use texting or the website to submit the code on their box of french fries in the hope of winning a prize.
Developed by Triangle Communications and run through 12snap, Txt 4 Gold ran on 78 million packs of Dairy Milk, Crunchie, Twirl, Time Out and Double Decker bars. It aimed to promote Cadbury's role as official sponsor of the 2002 Commonwealth Games and was supported with a radio campaign. Each pack carried a number which people could text in to win a host of prizes.
Guinness, St Patrick's Day, the World Cup and a beer promotion through Asda -- with these elements, Nightfly's campaign was always going to be a winner. Mobile allowed targeting to specific stores with discounts or offers, such as wigs of David Beckham's mohawk, David Seaman's pony tail or Bobby Charlton's sweep-over with every purchase. Around 10,000 text alerts about the offer were sent to men aged 18-35 and 49 per cent of those surveyed were claimed to have redeemed the offer.
4. WKD "PEEL OFF AND WIN"
Beverage Brands' largest marketing campaign through Flytxt and the agency 5 Communication promoted its youth-targeted premium drink. The push ran on 18 million bottles, and more than 500,000 players texted to win prizes, with an opt-in database of 260,000 to be used in the launch of a new WKD variety called Silver.
To promote the teen spook film Long Time Dead, the agency Feref and m-wise developed a text message intelligent ouija board that was able to respond to questions such as: "What is the meaning of life?" In the first three weeks of the campaign, the mobile seance saw an average respondent contacting the ouija board on three occasions and sending 20 messages.
6. WRIGLEY'S EXTRA
This year was all about scale. A 130-million pack promotion and tie-in with MTV, with SMS as the carrot to further entice the youth market, made this a worthy campaign. By texting in a lucky on-pack number, kids could win prizes such as access to MTV parties and music CDs. MindMatics handled the SMS element.
The mobile marketing agency Aerodeon tied up with magazines including Sugar and 19 to target teenage girls to launch Little Rolo. The Valentine text enticed recipients to send a secret message with only a logo and initials to someone special. The last 60 characters of the text promoted the product and the campaign claims to have had a 50 per cent response rate.
A well-integrated cross-media campaign and the brand's first digital push developed by Carlson Digital. "Muller love" included a "match maker" that allowed users to send an SMS of a Muller Love heart symbol and a Valentine's message.
Consumers texted in responses from a full-page advertorial skin-type questionnaire in B magazine developed by Aerodeon. Entrants then received a coded text voucher to redeem at one of 400 retail outlets for a free Clinique sample pack to match their skin type.
Despite only a tiny number of people having compatible mobile phones, a plaudit has to go to MindMatics for attempting perhaps the first multimedia messaging campaign. A three-slide, animated, colour clip went to users of the Sony Ericsson T68 phone to push Sony's new customisable version of Monopoly.
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This article was first published on campaignlive.co.uk