"A J&B text-in night"
J&B introduced a Mobile Marketing initiative to influence customer drinking behavior on the spot and in effect increase sales.
Idea & Implementation
In carefully selected locations, J&B’s promotion staff encouraged participants to consume the J&B brand, and benefit from the current promotion which rewarded them with prizes. Customers were invited to submit their unique code given to them when purchasing the brand through SMS. The SMS reply included an instant win of brand prizes. Participants were also informed about their entry to the big prize competition along with the specific time during the night that it would occur. At the end of the night, all of the participants were informed via the mechanism of Bulk SMS if they had won the big prize.
At the same time the J&B event coordinator was automatically informed via SMS who the big winner was.
Objectives
J&B wanted to create a buzz around the J&B brand by offering consumers the opportunity to win prizes and interact with the product on the spot and on specific nights.
Results
Product interaction resulted in a buzz regarding the J&B brand and consumers were rewarded for selecting the brand J&B with prizes. At the same time increasing sales through innovative Mobile Marketing solutions was also accomplished.