NeoMedia Technologies, Inc (NEOM)

[surfvenice]

DD: Steam powers Appletiser text campaign

http://www.netimperative.com/2005/06/20/steam_appletiser_mobile

By Robert Venes
20-06-2005 12:04 PM
Related: Advertising Agencies Creative Marketing Mobile Wireless
Interactive marketing agency Steam and mobile solutions provider Netsize have developed a ‘Text n Win’ mobile promotion for Appletiser as part of the soft drink brand’s campaign to drive up purchases.
The ‘Win a Diamond’ promotion enables mobile phone users to enter a competition via an on-pack code, with all entries entered into a main draw to win £50,000 of diamond jewellery, designed by Tom McEwan, every day for three months.

The campaign launched this month with specially designed point of sale material, including off-the-shelf displays in selected multiple grocers, and point-of-sale kits for the on-trade.

‘Text n Win’ is also supported by a dedicated website for Appletiser, including a Queen of Diamonds competition.

“The Appletiser on pack promotion required an SMS entry application that would also act as a vehicle for communicating back to the consumer,” said Joe Rolls, account director for Steam. “The communication would acknowledge receipt of entry, drive traffic to the website and automatically inform the winner if they’d won.

“The messages would also change accordingly, pending on when they entered. Not only that, but the application was able to deter incorrect entries by recognising pre-programmed unique codes.”

Anuz Khanna, marketing manager at Netsize added: “The widespread acceptance of mobile phones as an interactive media experience has made it possible for consumers of all ages to participate in mobile marketing campaigns.”