The campaign is launching first in the German market but Ferrero is eager to run the campaign in the UK. It gives people the chance to win one of 1,000 camera phones by texting a shortcode printed on the pack.
There is also an MMS element, where people can send free text messages that carry Tic Tac branding. Ferrero will also run a similar campaign for the Duplo chocolate bar. Both are aimed at the 12- to 16-year-old market.
Anders Hakfelt, managing director of MindMatics UK, said: "Ferrero's example of using SMS and MMS in a viral campaign is an excellent way in which marketers can have their consumers actually increase brand awareness for them as the brand is forwarded on through mobile phones to new potential customers."
He added: "With MMS, the potential for bringing the full impact of a campaign, using colour visuals, imagery and polyphonic music direct to the mobile is a perfect way of optimising brand awareness to a youth market that is highly mobile-friendly."
MindMatics has offices in Germany and the UK, and creates mobile marketing campaigns.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.