Walkers teams up with O2 for flavour vote by text

by Fiona Ramsay, marketingmagazine.co.uk 09-Mar-09, 08:55

LONDON - Walkers and O2 have joined up on a mobile marketing collaboration to offer consumers the largest-ever, free SMS vote for Walkers 'Do us a flavour' crisps campaign.

For the first time all consumers in the UK and Ireland, irrespective of which mobile phone network they use, will have the opportunity to benefit from one free SMS vote per day until the voting phase closes on 1 May.

The Walkers' free SMS vote will be promoted on the 30 million finalist flavour packets in circulation in the UK and Ireland, inviting consumers to text in the keyword of their favourite flavour to shortcode 51199.

In response each participant will receive a message prompting consumers to either visit the Walkers mobile website or obtain their O2 free SIM cards.

The Walkers campaign launched in July 2008 and challenged crisp lovers to invent a brand new flavour of crisp. Six flavours were shortlisted: Chilli & Chocolate, Fish & Chips, Onion Bhaji, Crispy Duck & Hoisin, Cajun Squirrel and Builder's Breakfast.

Crisp fans will be able to vote for their favourite flavour, with the creator winning £50,000, plus 1% of future sales of their winning flavour.