Text & win competitions are regarded as a form of gambling, therefore Muslims are banned from sending SMS to get prizes. In Malaysia, as Telecom Asia reports, the ruling by the National Fatwa Council means Muslims caught sending SMS messages in the hope of winning a prize could find themselves in a sharia court.
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.
Pop singer Enrique Iglesias is currently on tour in Asia, with his “Enrique Iglesias, The Seven Tour”. In Malaysia Pepsi, the shows’ sponsor is giving away free tickets to his concerts through an SMS competition.
Mastercard has launched in Italy a competition connected to the European Football Championship which will take place in Portugal next June. After a purchase with the credit card, Mastercard’s owners can enter the competition by texting an SMS with the first four digits of the card and the purchase authorization number. Entrants can win a travel to Portugal, digital cameras, and official Euro 2004 balls. It’s an interesting initiative to engage clients with the brand. Mastercard is investing pretty much in mobile marketing, looking to increase the loyalty of its customers rather than to acquire new clients. This is an attractive aspect to analyse. As in the online world, we see an evolution in the approach to the media: from acquisition and direct marketing, to branding, loyalty and CRM. Consolidation is in the air?
In Brunei, during the 20th National Day SMS Quiz, people can text and win a Hyundai Matrix. As Brunei Direct, The contest is the first of its kind to be launched in the country and will run from February 27 until April 23, divided in four rounds. It aims to enliven the spirit and celebration of the 20th National Day. Contestants will also have the chance to win PCs, flights to Singapore, mobile phones and digital cameras.
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