With the support of MindMatics and Cognito, Nivea has launched a mobile marketing campaign offering customers the chance to win £1,000 cash to spend on a spree with celebrity stylist Hannah Sandling. Entrants are asked to text in their worst ever fashion mistake to a designated shortcode along with the word “Pure” – for example “Pure – Shell Suit” or “Pure -Puff Ball Skirt”. Their number is then entered into a prize-draw to win the £1,000. Designed to support the launch of Nivea’s new Pure deodorant range, the mobile campaign is the first step in establishing a dialogue with consumers. The competition is being promoted through leaflet hand outs at events and a UK media advertising campaign.
MindMatics is helping Pitcher & Piano (a bars’ chain) with a mobile marketing campaign. It will be divided into three phases, with the aim of gathering data and strengthening the relationship with existing customers. Tristram Hillier, marketing manager at Pitcher & Piano, comments on Revolution Magazine:“Unlike other types of marketing, mobile gives us an edge through its immediate impact, so our brand is still fresh in customers’ minds when they go out. Flyers, posters and other methods can’t deliver this.”
Ferrero has recently launched its first text & win campaign in Germany to promote Tic Tacs. As Brand Republic reports, entrants can win camera phones by texting a shortcode printed on the pack. The initiative is proving very successful and Ferrero is looking forward to replicate it in the UK. With the support of MindMatics they will also run a similar campaign for the Duplo chocolate bar. Both are aimed at the 12- to 16-year-old market.
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