Sms Marketing Opens Up New Ways To Interact With Customers

Creating a marketing campaign and a competition for just one day may seem like a lot of work

, but with the developments in mobile marketing it is not only easy, but hugely effective. Global beer giant Heineken tried out the one-day competition at a recent music festival and saw fantastic results.

A sponsor will display their advertising collateral at an event, but Heineken took it a step further and turned passive marketing into an interactive campaign based around a competition, solely for festival-goers. Guests at the festival were prompted to enter a competition to win a VIP access to backstage areas and the Heineken hospitality tent. The calls to action were across the venue on a wide range of collateral, from age-ID wristbands, to posters, to screens on the sides of the stage. The competition was only valid for the period of the festival, making it a short but effective way to get consumers to connect with the Heineken brand.

Heineken chose an event where they could target a key demographic, young drinking-age people at the festival. By utilising this captive market, Heineken was able to promote their pale ale and encourage consumers to choose their brand over any competitor product.

A mobile marketing competition was a creative way to capture the attention of the younger, festival-going market. An additional benefit was the data capture aspect. Heineken can now create a database of target market mobile numbers that can be used in the future for customer relationship marketing.

Heineken might be a global brand, with a global budget, but the ease of implementation and the low cost of a mobile marketing campaign puts this creative medium in the reach of any business. The technology is as flexible as the business looking to implement it.

by: Angela Mabey.

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