campaignlive.co.uk, Monday, 17 December 2001 12:00PM
Back in May 2001, the chocolate company appointed Flytxt and embarked on
what it claimed was the biggest ever text message promotion. The
promotion ran on 65 million chocolate bars and asked people to text a
special number with a unique code to find out instantly if they had won.
Prizes in total exceeded a cool £1 million.
The location-sensitive mobile phone operator ran a series of trials at
the Lakeside and Bluewater shopping centres in April that involved more
than 150 retailers. The scheme simply alerted shoppers of offers while
they shopped. Response rates topped 20 per cent. Brilliantly simple and
3. Ministry of Sound
As part of a 17-date nationwide tour of universities in October, the
Ministry of Sound launched an aggressive mobile phone number acquisition
programme. The activity was promoted in universities using flyers -
people sent messages for the chance of getting them displayed at the
events on plasma screens. Ministry of Sound already had an enviable
database of 600,000 numbers. Tasty.
Film distributors have cottoned on to the fact that text messaging is a
good way to get the kids down the flicks on a Friday night. In November,
Warner embarked on a text campaign to get even more people to go to see
Harry bloody Potter but Campaign's favourite has to be UIP's SMS
campaign for American Pie 2. Those who took part were rewarded with some
tongue-in-cheek advice on sexual adventures from the lead character.
5. Nike Run London
The Run London campaign relied on messages sent to friends by other
participants encouraging them to take part in the race, and the number
at the bottom allowed them to register. Text messages were also used to
remind people to attend the training runs, reminding people an hour
before each run not to wimp out. A, ahem, runaway success.
6. Channel 4's Flava
Pioneering a new technology called D.ext, Channel 4 sent viewers SMS
messages showing them how to copy the dance moves of the acts on its
black music show, Flava. An interesting idea that shows an understanding
of the audience - will it attract more viewers though?
The First Leisure Holdings company subsidiary launched a scheme to send
clubbers tickets to nightclubs as SMS messages in July. The new
"Mtickets" are aimed at the 18- to 25-year-old market.
In June, Esquire offered its readers a chance to win a gambling holiday
in Las Vegas complete with £10,000 spending money. Very generous.
But what was interesting was its use of Quartez technology - essentially
this is a form of wireless scratchcard. A message is sent to a number
printed in the mag and if you receive a message back that matches your
number ... bingo! You're off to Vegas.
In an attempt to develop some cool status among the nation's clubbers,
the drinks company got together with the Liverpool club Cream to run a
"blag it" competition. Prospective punters were invited in October to
send in their best "blags" in a bid to worm their way on to the guest
list for the Cream event sponsored by Pepsi. A good shot at getting down
with the kids.
In the summer, More teamed up with Vodafone in a drive to try and get
more readers to take their phones away with them on holiday. More
readers were sent a number of SMS messages over the summer period while
they sunned themselves, including: "How many guys can U persuade 2 drop
their trousers & flash their bum?" Oh God.
This article was first published on campaignlive.co.uk