Campaign:
Walkers Win an iPod

Company:
Sponge Group – A NeoMedia Technologies Company

Goals:
Create a text-to-win with an increased perception of ‘winability’ to engage both winners and losers with the brand. Drive brand equity for Walkers as position as a more aspirational product (trend-setting and iconic).



Idea
UK-based Sales Promotions agency, the Big Kick, appointed Sponge to build the SMS mechanic for the huge Walkers on-pack promotion in UK and ROI which was so successful, the campaign subsequently launched in Holland and Belgium (Frito Lay).

Consumers were invited to participate by submitting their code, found on pack, to enter draws to win an iPod via text or the internet. In UK and ROI draws were conducted every 5 minutes and every hour in Holland and Belgium.

Sponge managed the SMS as well as providing the software application to handle all aspects of the entries, messaging, draws and enabling the processing of winners’ information.

Sponge worked closely with the client’s preferred web agency to support the promotion and offer an alternative entry route. The two systems, SMS and web, were completely integrated utilising Web Server technology, and constantly delivered a series of flash driven graphics converted into graphs showing the peaks and troughs of entry times by day, hour and five minute slot, so consumers could see the best times to enter the promotion and increasing their chance of winning.

At the time of each draw, winners were sent a text message to notify them of the claim process. Dynamic messaging ensured that the loser message had a positive spin and offered different added value each time - a piece of content, music trivia, details of past winners and previous quiet and busy draw times.

As well as on-pack, the campaign was promoted in-store and supported by a major TV campaign in the UK.

Results
In the UK, over 6% of the population participated in the campaign, and in Holland, this was the largest SMS campaign every experienced.

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).<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />