Objective:
To raise the profile and sales of Heineken as a premium beer by launching the first ever Mobile Marketing campaign for beer brands on the Bosnian & Herzegovina market.
Mechanics:
Consumers had to collect and text unique codes that were printed onto the back of the bottle. To add a loyalty factor consumers where encouraged to text in 1 code for the daily prize draw, 5 codes for the weekly prize draw and 10 for the chance to win the main prize.
Media:
POS material, print, billboards/posters and radio spots.
Results:
The campaign was a success with high sales being achieved compared to any other sales promotion to date. Due to the success of the promotion Heineken have decided to include mobile marketing promotions as part of their long term strategy for the region. |
