On his company’s blog, Juanjo gives us some insights from a recent campaign Duplex Marketing has carried out for Sony. It was an on-pack promotion which urged people to text the shortcode they found on the CD pack to a special number, in order to win prizes. The initiative obtained a 10 percent redemption rate, with about 20 to 40 percent of the people submitting codes more than once. I know text2win is just the simplest way to try mobile marketing and it’s doesn’t help much in building a relationship, but I do like it as a “way-in”. On-pack promotions and SMS codes are a good solution to educate both advertisers and the public to the potentials of wireless marketing. It’s a question of building trust: advertisers will learn there is a new, direct and personal channel to promote themselves, and users will understand they can enter mobile sweepstakes at no risk of being spammed with unwanted SMS. Of course this is a delicate game that needs to be played by the rules. Cheat and die. Tag = mobile marketing
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.
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