Mobile React reports about the successful conclusion of Heineken’s recent mobile marketing program in Thailand. The two month activity adopted a sales-linked loyalty rewards program and generated a participation rate in access of 17%, probably the highest measured response rate in the country. The 2 month campaign ran from 1st September to 31st October 2004. It utilized a point collection mechanic wherein consumers who accumulated enough points could exchange them for exclusive premiums from Heineken. Specially designed 6-pack of Heineken beer cans contained an embedded scratch-off code inside. Adrian Stewart, CEO of Mobile React explained us how the initiative worked:“Because we untilized a true unique code embedded in every pack, each entry received was firmly sales-linked. This meant Heineken could observe transactions and other valuable data from this campaign. Each code embedded was truly unique and could not be used once. Multiple entries using the same code were rejected. Consumers must SMS the code to a dedicated number and receive automatic replies with points they have obtained, for first time participants and with the current balance for repeat consumers. Codes provided 1, 2 or 5 points and consumers could keep track of their points via SMS, through Heineken’s website or via an 24-hour automated interactive voice response (IVR) system. Redemption for giveaways began with 5 points.”
The program was promoted via SMS alert to Heineken’s existing database members prior to start of campaign. During campaign, communication by SMS was also utilized to remind members to get more points i.e. purchase more Heineken to qualify for the lucky draw or to redeem their gifts before the campaign ended.
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