SMS Messaging On-Pack Case Studies

On-Pack Campaign for United Biscuits

A promotion covering the UK and Ireland and across multiple brands via 50 million packs of peanuts, biscuits and crisps was developed for United Biscuits. The SMS platform for the UK and Ireland short codes was provided.

The 2007 Rugby World Cup provided the theme for the campaign, which ran for the duration of the tournament, with prizes ranging in value from £5.00 to £100,000 (€20,000 in Eire).

To enter an SMS was sent to the advertised short code number using the keyword 'MAN' plus a unique on-pack code. The contestant was then sent a reverse billed text costing 25 pence which nominated a team, a player number and a cash prize value. If the nominated player was named as Man of the Match in any game during the tournament then the entrant would be awarded the cash prize.

Online access to the entries plus specific reporting capabilities displaying the volume of texts sent allocated by team and for each player, along with the cash value, was provided to United Biscuits to allow forecasting of payout.

The volumes of SMS handled was large and high levels of support were maintained.

SMS On-Pack Campaigns

Nokian SMS Claim

Purchasers of new Nokia 3320 handsets on T-mobile could SMS their name to claim a Xpress-on Fun Shell. All SMS services including the shortcode, keyword, administration and reporting were supplied.

Robinson's Fruit Spring SMS Promotion

Entrants sent their unique on-bottle reference number to win complimentary cleaning and ironing for a year. All SMS services including the shortcode, keyword, administration and reporting were supplied.

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