Thums Up Thunder Wheels (Mobile2win) | MMA
June 28, 2009
Submitted by Mobile2win

Brand:
Thums Up - 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

Thums Up – Taste The Thunder: Strong Cola Taste, Macho Personality
Thums Up is the leading sparkling soft drink and most trusted brand in India. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

Category:
Food & Beverages

Agency:
Thums Up - 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:
45 Days (Mid March – April End)

Summary:
Campaign Name: Thums Up - Thunder Wheels Contest

Objective:

  • Increase Thums Up frequency via repeat purchase
  • Sales Initiative
  • Experiment with cross-category marketing initiative at the national level (TVS & Thums Up).

Concept:
This March, Thums Up introduced the “Thunder Wheels” offer. Users would have to SMS the unique code printed under the Thums Up crown to 58558 and win a Apache Motorbike every hour. The promo was communicated through TVC, Print, Outdoor, POS and Radio.

Mobile2win conceptualized and launched an SMS campaign for Thums Up. All a consumer needed to do is purchase a bottle of Thumbs up and SMS 'APACHE' followed by the 9 digit unique code that was printed under the crown to 58558 from their mobile phones. Users could send as many different codes to increase their chances of winning. Lucky winners could stand a chance to win an Apache RTR 160 motorcycle every hour!

Mobile2Win’s role:

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

Promotion:
The Thunder Wheels campaign was promoted through Television, Radio, and Outdoor. A TV & Radio commercial was created to promote the campaign and was aired on all major channels. Banners, advertisements and links were posted on websites. The initiative was applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles.

Thums Up also used Interactive Voice Response System (IVRS) to promote the contest and via www.thumsupthunderwheels.com for web users.

Results:
Hits via SMS: 3 Million Hits

Creative:

Below is a screenshot of the Thunder Wheels Contest: