CHEETOS SUPER RALLY

Brand: CHEETOS / FRITO LAY (WALKERS)
Agency: Aerodeon <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
Duration: 04.10.2006 – 31.11.2006

GOAL:  Cheetos, the leading snack brand nationally and internationally, runs promotion campaigns all around the year. These promotion campaigns include small plastic toys in the package or paper cards for popular juvenile card games. However, since this strategy was followed by almost all major snack producers, a need for novelty arisen in order to differentiate from competition. While keeping the traditional promotion materials on hand, mobile prizes come into scene.  As well as Top Trumps plastic cards, mobile wallpapers, true tones and a car race mobile game has been included as promotion prizes in the campaign.

SOLUTION: Participators, who found a scratch card in their Cheetos packages, were asked to text their unique codes and their choice of mobile prize (wallpaper, true tone or mobile game) to short code 3191. Successful entries were replied by wap push links. Participators downloaded their prizes from campaigns wap site. Five variations of mobile wallpapers, three variations of true tones, and mobile game supplied by Aerodeon and Aerodeon’s solution partners.

RESULTS: Campaign has achieved its goals completely. It was met by great appreciation by the consumers, and remarked as one of the most successful campaigns of the period. Redemption rate is about 10%.