THE BOOK OF LISTS: The 10 Best SMS campaigns

1. Masterfoods Chocollect

A whopper of an on-pack text-message promotion, created by O2, on millions of packs of Masterfoods products such as Mars, Twix and Snickers. Customers could text a code printed inside the wrapper to see if they had won. An innovative extension aimed to drive repeat plays via the use of Chocollect credits. The credits accrued each time a user entered and were redeemable for a range of products and services from partners including Samsung, Xbox, Ministry of Sound and Argos.

2. Walkers Snacks Txt2Win

Taking the crown of the largest-ever text campaign in the UK from Cadbury, the 12Snap-run initiative ran on 270 million packs of Monster Munch, French Fries, Quavers, Squares and Wotsits. The creative concept was by The Marketing Store. It was the first campaign to award text credits to consumer's mobiles, as well as the standard range of prizes such as TVs.

3. Tango Game On

Tango's biggest-ever promotion appeared on 50 million packs in association with Sony PlayStation. The instant-win SMS mechanic, run by iTouch, offered 74,000 PlayStation prizes. The on-pack code also offered consumers the ultimate carrot - a chance to appear in a new PlayStation game - by getting the fastest time on a driving game on a microsite designed by Grand Union.

4. Procter & Gamble

Aerodeon created an SMS-response campaign for Ariel Quickwash that tied in with a television campaign. Text-messaging was used for its simplicity and speed as a call-to-action to encourage viewers to text to obtain a free sample of one of three variants. A great data capture tool and another first for P&G in its new guise as avante-garde FMCG.

5. Big Brother 4

The mileage may be running low on Big Brother as a television franchise but as an SMS vehicle it is still a fantastic opportunity for text-message campaigns to reach consumers in a number of ways. O2 developed a broad SMS campaign that included all manner of services including eviction voting, viewers polls, media-messaging alerts and a Big Brother quiz.

6. Kit Kat

Part of the brand's whopping campaign to get the whole of the UK to take a 15-minute break earlier this year. A hundred million packs carried a heat-activated code that consumers could send in via SMS to win prizes and receive future communications from Kit Kat. The SMS campaign, run by Aerodeon, provided a crucial link with the wide-ranging above-the-line marketing.

7. The Conservative Party

With the Government looking to include digital channels as voting mechanisms, it was only a matter of time until one of the parties cracked on to SMS as an advertising tool. Cleverly targeting text-friendly university students facing top-up fees and debt, Aerodeon's campaign called on students to voice their disapproval to tackle apathy and get involved in student politics.

8. Coca-Cola Txt 2 Collect

Run by Flytxt and BD Network, the campaign worked with the web and SMS to create a points-collection scheme with users responding to on-pack and TV advertising to collect points. A tie-in with Emap saw the use of "music credits" offering prizes such as limited-edition CDs and eight exclusive events at secret locations across the UK.

9. Reebok

A pan-European campaign to drive sales of the A6 running shoe, SMS, run by Flytxt, was used as the glue in the campaign which invited consumers to participate in hip hop and dance-themed promotions to win A6 shoes. SMS was used to welcome players, push promotions with other partners such as Apple, and as a viral mechanic to get players to text the numbers of other friends who might want to join in.

10. Novartis

This campaign was a good example of how mobile technology can open the communications possibilities for brands that, to date, have struggled to build up user information. Flytxt developed the mechanic for this campaign where users texted in their postcode to receive high-pollen-count warnings. On low-pollen days, consumers were instead sent text tips on how to combat allergies.

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