Mentos’ text & win

Mobile marketing agency As Interactive has developed an sms based campaign to promote Mentos‘s candies. The initiative, co-branded with Sony, will last until the end of November, allowing German entrants to win 100 Sony mp3 players.
Looking at Mentos’ web site, we see the evident advertainment approach towards online communication: it features advergames, interactive content and the possibility to watch the spots aired on tv.