Glaceau Vitaminwater has gone mobile, recently launching an text message marketing program to provide their customers with an awesome coupon and change to win fun tickets to a concert.
On specially marked bottles of the Coca Cola branded products are short codes and keywords. Text and you have the chance to win these tickets. The short codes appeared on 32-ounce bottles of the drink from October 31 to December 31.
In addition to text marketing the company also used radio advertising to help promote the contest.
Vitaminwater really scored with the use of the mobile marketing plan. Their consumers are people who are usually very busy, leading fulfilling lives that keep them ripping and running. Thanks to the text message marketing they have the chance to interact with their favorite brand when they may otherwise be unable to enjoy that opportunity.
Although actual stats from this campaign have yet to be compiled, Glaceau Senior VP Ilan Sobel felt confident that it provided significant results while giving customers something that they wanted. Everyone who entered received a coupon, and tickets were being given away on a daily basis. The coupon offered 75 cents off of two bottles of 20-ounce Vitaminwater bottles.
Easy for Customers
The front bottle of the Vitaminwater was clearly labeled with the information of the contest. Take off the lid and the rest of the information needed to enter was there. It was just so simple. As many as five codes, and five entries, could be entered each day for the duration of the program.
Entry was also available by accessing the company website if a customer did not want to text. Also on the site is the list of the winners of the concert tickets.
The Coca-Cola brand isn’t new to text marketing. It was used during the Open for Summer campaign the company recently introduced, a program that engaged customers and encouraged them to become more active with the chance to win exciting prizes.
Another campaign, the central Intercollegiate Athletic Association Tournament, kept all of the event attendees informed of times and more so they would not miss out on a single moment of the fun.
And, no one can forget the Super Bowl when Coca-Cola went mobile for all of their activities. Coca-Cola proves that they’re willing to go the extra mile to keep their customers happy, and to get the best engagement with them.