CAMPAIGN-I: Carlsberg and Punch Pubs lure drinkers with text ads

Carlsberg will kick off its first mobile marketing campaign at the

end of this week to coincide with England's friendly football match with

Mexico. The lager promotion is being launched through the mobile

marketing company, Flytxt, in association with the Punch Pub

Company.



The mobile marketing project is targeting tech-savvy drinkers, and is

aiming to encourage more customers into its pubs by offering them free

beer vouchers.



The campaign will be text based, and the initiative will be launched by

inviting people to send a text message to a phone number as advertised

via a promotional banner outside participating pubs. Twenty-four pubs

will be involved in the promotion, which is understood to be a first for

the pub industry.



The first 50 people to sign up to the initiative, by texting the number

advertised, will each receive a voucher that entitles them to a free

pint of beer.



Lars Becker, the chief executive of Flytxt, said: "It is the first time

that a chain of pubs has used text messaging to encourage customers into

their pubs and we expect it to create a big buzz."



The second half of the campaign has been planned to coincide with the

England World Cup-qualifying match against Greece on 6 June.



Flytxt has run mobile marketing campaigns for Channel 5 and Emap's Smash

Hits teen magazine brand.



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