LONDON - Foster's, the second biggest-selling lager in the UK, is undertaking its second mobile marketing campaign with BeepMarketing, a pioneering mobile marketing agency, and sales promotion agency Thesourcer.com.
The two-month text-and-win sales promotion is based on the Formula 1 Grand Prix and will run in more than 2,700 pubs and bars across the country until October 2003.
Thesourcer.com completed all creative development, sourced more than 160,000 premiums, then collated kits ready for dispatch to be in pubs in time for the Foster's British Grand Prix at Silverstone before handing over to wireless marketing firm BeepMarketing.
The campaign gives the consumer two opportunities to win with an instant win and text-and-win element. Customers are given a scratchcard when they purchase a pint or a 275ml bottle, which gives them a one-in-10 chance to instantly win one of three prizes.
The customer is also given instructions for the text-and-win on the scratchcard, where they can answer a simple Grand Prix-related question to be entered into the free prize draw to win one of five VIP trips to the 2004 Spanish Grand Prix.
The customer is asked to enter by texting the answer and their age. They then receive a text reply and can also unsubscribe at any time.
Foster's and BeepMarketing were also conscious of underage drinking and, therefore, any customers who enter an age younger than 18 are informed "U R not old enough to enter the Foster's Prize Draw. Underage drinking is illegal and it could get you and the bar staff into trouble."
Designed to be fun and interactive, the campaign also lets Foster's automatically collect valuable data, allowing it to analyse purchasing trends.
The ease of entry is also designed to encourage consumers to enter at the time they receive the offer, allowing brands to identify purchasing trends by time and date. The Foster's promotion also allows analysis of purchasing trends by date of birth.
BeepMarketing was founded by Helen Keegan, formerly head of customer experience at wireless marketing pioneer ZagMe. Keegan also runs the mobile marketing course for the Institute of Direct Marketing.
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