THE BOOK OF LISTS: The 10 Best text messaging campaigns

1. Cadbury

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.

2. ZagMe

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

clearly effective.

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.

4. UIP

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?

7. Applebelly

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.

8. Esquire

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.

9. Pepsi

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.

10. More

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.