Kholega Toh Milega (Mobile2Win) | MMA Global

Kholega Toh Milega (Mobile2Win)

August 6, 2009
Submitted by Mobile2Win

Brand:
Sprite - The Coca-Cola Company

Coca-Cola, the corporation nourishing the global community with the world’s largest selling soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving a new thumbs up to the Indian soft drink market. In the same year, the Company took over ownership of the nation’s top soft-drink brand and bottling network. It’s no wonder their brands have assumed an iconic status in the minds of the world’s consumers

Sprite is ranked as the No. 4 soft drink worldwide and is sold in more than 190 countries. In India, Sprite was launched in the year 1999 and today it has grown to be one of the fastest growing soft drinks, leading the clear lime category.

Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the today’s youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

Category:
Food & Beverages

Agency:
Sprite - The Coca-Cola Company

Vendor:
Mobile2win

Mobile2Win is a leading mobile VAS company in India that provides - Contests & Interactivity, Music and Infotainment to mobile consumers through its proprietary Consumer Services Delivery Platform. Mobile2Win uses a multi-channel distribution strategy that includes wireless carriers, handset manufacturers and direct-to-consumer channels.

Region:
India

Timeline:
30 Days (June – July 2009)

Summary:
Campaign Name: Sprite - Kholega Toh Milega Contest

Objective:
1.Increase Sprite frequency via repeat purchase
2.Sales Initiative
3.Engage with Youth using the perfect blend of Bollywood & Cricket through IPL Season 2.

Concept:
This June, Sprite introduced the “Kholega Toh Milega” offer. Sprite rolled out a Special Edition ‘Sprite Kolkata Knight Riders’ Bottle, the ‘Kholega Toh Milega’ digital initiative in association with Kolkata Knight Riders and Nokia. The innovation aims to connect and engage with the youth across the country by tapping into their key passions – Cricket and Mobile phones.

Consumers need to drink their favorite soft drink-Sprite and look out for a unique 9 digit code under the crown / behind the label and SMS the code to 58558. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the Kolkata Knight Riders team. In addition, consumers also get a chance to win a Nokia mobile phone every hour.

Mobile2win conceptualized and launched an SMS campaign for Sprite.

Mobile2Win’s role:
1.Configure the keyword ‘SPRITE’ for the duration of this promotion.
2.Manage and support the contest on 58558 (Short-code provided by Mobile2Win).
3.To manage real-time online reporting to view the following:
a. Codes sent by each mobile number.
b. Total Codes sent everyday.

Promotion:
The entire initiative is applicable on 200 ml; 300 ml returnable glass bottles (RGB) and also on all PET packs of Sprite. Special packaging to be made available on 500 ml, 600 ml, 1.25 liter, 1.5 liter & 2.25 liter PET bottles of Sprite for consumers across the country.

To create awareness about ‘Kholega Toh Milega’ digital initiative, the company also launched a mass media campaign featuring Shahrukh Khan, owner of Kolkata Knight Riders, which was telecast on all the leading TV channels across India. The promo was communicated through Print, Outdoor, POS and Radio as well.

Results:
Hits via SMS: 15 Lac

Kholega Toh Milega Contest