CHOCOLATE A LITTLE SWEETER (12Snap)
May 10, 2006
Campaign – CHOCOLATE A LITTLE SWEETER
How Ferrero made youngsters go crazy right at the POS & saved them their pocket money.
12Snap - A NeoMedia Technologies Company (neom.com).
Develop an innovative mass-market campaign for Ferrero’s premium brands duplo and hanuta to create immediate activation for sales of the products. Use a mechanism that attracts young adults and generates an added value.
All products were activated with unique codes. Buyers of the product could redeem their code by sending a simple text message, the favorite hobby of youngsters. After that they received a piece of mobile content as an instant reward directly at the POS. The added value for the participant: The mobile content was derived from the blockbuster hit “Madagascar” and was given away for free (usually worth 2-5 Euro in market)! An additional collector’s album for the mobile phone made people go wild for collecting all content pieces (50 different kinds in total) and generated repeat purchases.
An incredible 9% response rate and 850.000 participations in only 15 weeks. 30% of all participants entered a series of codes during the promotion; the most active participant even entered 62 codes!
About NeoMedia Technologies
NeoMedia Technologies, Inc (www.neom.com) is the worldwide leader in Mobile Marketing. Across our leading-edge mobile services providers, over 4 billion on-pack mobile marketing promotions have been enabled, including the largest-ever mobile campaigns. Today, mobile campaigns ranging from SMS/text campaigns to barcode-enabled campaigns can be launched and supported by a combination of applications, technology, and creative services. Our R&D efforts are at the forefront of the industry, creating next generation code-reading capabilities, visual matching, and mobile couponing technology solutions, as well as the world’s most creative, effective and fun mobile campaigns. NeoMedia holds 27 patents with coverage in 14 countries.
Our global solutions include: PaperClick (www.PaperClick.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), Sponge (www.spongegroup.com) and HipCricket (www.hipcricket.com).