Promo - August 2008 - (Page 15)

The Players ‘This treats mobile not as a standalone channel, but as an enhancement to other forms of advertising.’—Adam Schneider dents texting to the short code, 94% then opted to receive the sample offer. The company has also dealt directly with Procter & Gamble and General Mills brands for print sampling campaigns. This spring they worked with Burger King to offer a $5 add-on to a $20 BK Crown gift card via print ads. The real strength of the ShopText technology, Roberts says, is that it can be deployed across multiple platforms at once. That’s the approach camping equipment maker the Coleman Co. has taken with the latest version of its “Great Gear Giveaway,” one of two annual promotions the company has been running for some time. This year, Coleman decided to test-drive ShopText to see if the competition, which offers a grand prize of $10,000 and “all the gear you need for the camping trip of a lifetime,” could extend its reach by integrating a mobile response channel into all its traditional media placements. So the ShopText short code was included in materials promoting the Coleman sweepstakes in five regional markets, including free-standing inserts, radio ads and on the packaging around Coleman propane cylinders available through Kmart and other regional Midwestern outlets. The company also offered a ShopText mobile-code shortcut on the online application for the giveaway. Coleman deployed different keywords in each channel to track which get the greatest response. Users send the keyword to the short code 467467 and get in return a message asking for their home phone number or ZIP code for mobileonly users. Another message confirms the street address for that number, and a last one confirms that the entrant is 21 or older. And that’s it; registration is complete. “Coleman’s advertising was pre-existing media that they’ve run every year since this ‘Great Giveaway’ promotion started,” Roberts says. “In the past, it was meant to drive people to the Web. They can still do that, but now people can actually sign up for the sweepstakes directly from that media Print-based promotions such as this one for Burger King let readers answer the call to action on the spot. that was originally intended simply to drive awareness.” While the contest was still open for entries at press time, Coleman assistant brand manager Nicole Freund says integrating mobile entries through ShopText seems to have provided a lift to consumer participation. “Surprisingly enough, the highest incidence we’ve had has been to the keyword in the official rules [online],” she says. “I can’t quite explain that one. It might be that the keyword is just more memorable P than the others. It’s just ‘Enter.’ ” l 15 Promo / WWW.PROMOMAGAZINE.COM / August 2008 http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - August 2008

Promo - August 2008 Contents Editor's Note Turf War Have You Seen Us? Film Fest Print on the Run Always Ready, Always There The Personal Touch Commentary College Bound Shakin' It Up Q&A: The Summer of Slurpee ¡Conectado! Resource Center The Agency Center Customer Care Index of Advertisers

Promo - August 2008

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