About one month ago I posted about Snapple’s mobile marketing initiative in the US. The results of the campaign have been presented last week in a press release: the campaign was successful at generating brand awareness among a hard to reach demographic and had a quantifiable effect on increased sales and intention to purchase Snapple in the future. Snapple’s mobile marketing program was built around “Snaffle”, Snapple’s main promotion for the critical summer months. Snapple printed numbers on 225 million bottle caps that the public could then match with winning Snaffle numbers. The campaign experienced excellent positive responses, and 33% of those who participated bought additional Snapple products as a result.
AdAge reports about a successful online initiative by Snapple that used behavioural targeting to increase the awareness of its brand. According to the results provided by Dynamic Logic, the campaign was a success, delivering brand awareness of 76%; brand favorability of 36%; and purchase intent of 37%. The ads run on iVillage targeting a specific audience of “calorie-conscious” women.
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