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CASE STUDY: Using mobile to enhance your sampling campaign

Provided by Mirada
See how M&M's used interactive SMS to add personality and fun into their sampling campaign.

Tell us about the Opportunity / What is it?

SMS can be effectively used to create new dimensions to your sampling activity and reinforce core brand values. Mar's confectionery brand M&M's is a great case study which shows how using mobile added real personality and fun into the campaign. Sampling was combined with text and win to encourage the shared enjoyment of the product and make the experience much more memorable (leaving consumers with a positive perception of the informality and generosity of the brand)

What is the Marketing Objective?

Brand building Sampling Sampling team went into high traffic areas eg Costa Coffee etc to encourage interactivity and trial with friends. Following this instant win on pack which could be In group environment to push point re sharing

How does it work?

Sampling teams visited high traffic, social ares eg Costa Coffee etc to encourage interactivity and trial amongst friends. Packs of M&M's were handed out with consumers texting the unique on-pack code to redeem against a tiered range of pizes eg tv's, inflatable sofa etc. For something similar just contact Mirada - we will set up whole thing from creative execution, functionality through to sampling. We are focussed on how technolgy can be usefully and effectively employed to meet your marketing objectives.

Who's used it in the past?

This was an innovative promotion - a first in the industry!

Features / Benefits

An interactive dimension to your sampling campaign can have a significant effect on the overall impact, helping to generate a more exciting and memorable experience, a feel good factor and genuine brand building.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details60m mobile users and 1.7bn text messages / month
16 - 24Female
Male
AB
ABC1
MOBILE
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBRAND ATTITUDESAMPLING
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