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Using mobile to increase response rates from on-pack promotions

Provided by Mirada
Read about how KitKat drove response rates by offering a mobile redemption route to their most successful promotion ever.

Tell us about the Opportunity / What is it?

The opportunity is to use mobile as an instant entry point for on-pack promotions. The promotion is designed to appeal to the widest possible audience and drive take-up by removing the necessity to keep wrappers. This is proven hugely successful with the KitKash campaign (and many other promotions, see download doc), where the UK's love of Ebay and auctions creates a unique cross-platform opportunity.

What is the Marketing Objective?

Drive frequency of purchase and loyalty to the brand.

How does it work?

Codes found on-pack are texted to an SMS shortcode, validated, acknowledged by mirada. Consumers then start banking their codes online. This works by individual codes translating into KitKash currency and subsequently redeemed by consumers to bid for a range of prizes in the online auctions.

Who's used it in the past?

See the Kit Kat case study attached. Mirada have run similar projects for Budweiser, Chapstick, Carling, Yorkie to name but a few!

Features / Benefits

Applying a cross media and interactive approach helps consumers become immersed in the whole brand experience. It proved that people were happy to get actively involved moving from a message on-pack, to text mesasage, to on-line. Importantly the mechanic worked brilliantly in driving frequency of purchase (with over 300,000 regular account users banking codes via sms and web) and therefore overall sales. Mobile technology is extremely cost effective and has the added benefit of allowing you to build a database of your valued consumers.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details60m mobile phones, with 1.7bn texts / month!
16 - 24
25 - 34
35 - 44
LocationTimingsMarketing ObjectiveOpportunity Type
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