The opportunity is to use a direct response mechanic on mobile phones to drive sales of on-pack promotions in store. This proved a huge success for Pepsi who wanted to maximise the sales of an on-pack promotion with their difficult to influence, teenage target market. A prize draw mechanic was used to encourage consumer participation and repeat purchase, and to create an impact close to point of purchase.
-Sales increase / drive fop
-Direct appeal to target audience
Unique codes were printed on bottles of Pepsi exclusively in Asda stores. Instore POS carried a call to action telling consumers to text in a unique code to be entered into a draw. Consumers were then advised they were in the draw and then contacted to receive tiered prizes (such as tickets to see McFly, MP3 players etc). The more codes you sent in, the more entries you had, the greater your chance of winning.
Text and win is a well established mechanic - with major brands such as Coca-Cola, Walkers, Nestle, Budweiser increasingly using this vehicle to talk directly to their consumers.
The Pepsi campaign worked brilliantly in driving interaction, sales and noise at point of purchase, enjoying over 100,000 entries. It was a great fit with the target market with a real buzz created around the promotion (95% of 11-25 year olds having access to a mobile and sending @ 5 texts / day, and huge appeal and relevance of the prize fund!). Results were immediate, and ease of entry ensured multiple entries and greater sales.