Brand Campaign Case Studies

Recent Campaigns for Text-2-Win and Phone-2-Win:

	Co-op and Diet Coke Text to Win Promotion
	Morrisons and Diet Coke Text to Win promotion
	PG Tips – on pack Text to Win promotion
	Brecon Carreg – on pack Text to Win promotion
	McCoys crisps – on pack Text to Win £20,000 give away
	Bryant and May – on pack Phone to Win promotion to win a BBQ on Bondi beach

Brand Study: United Biscuits

Promotion

Rugby World Cup 2007 Promotion

Mechanic

Entrants sent a SMS including a keyword and on-pack code and were issued a nominated Rugby player, winning if the player was named 'Man of the Match'.

Axontek's Role

A United Biscuits campaign covering the UK and Ireland was promoted across multiple brands via 50 million packs of peanuts, biscuits and crisps. Axontek provided the SMS platform for the UK and Ireland short codes.

The promotion was based on the Rugby World Cup 2007 and ran for the duration of the tournament. The prizes ranged in value from £5.00 to £100,000 (€20,000 in Eire).

The user sent an SMS to the advertised short code number with the keyword 'Man' plus a unique on-pack code and were then sent by reverse billed message of 25 pence nominating a team, a player number and a cash prize value. If that player from that team was named as 'Man of the Match' in any of the games during the tournament then the entrant would win the cash prize.

Axontek provided the client with online access to the entries along with specific reporting capabilities displaying the volume of texts sent allocated by team and for each player, along with the cash value, so the volume of payouts could be anticipated.

A large volume of SMS were receive for this promotion and a high level of support was required.

Brand Study: Umbrella Risk Management

Promotion

Flora 'Cooking with Schools' Promotion

Mechanic

SMS Promotion/Web Integration collating and assigning points in real time on an individual school basis against in-pack tokens redeemed via SMS.

Axontek's Role

Axontek partnered with Umbrella Risk Management to provide the SMS element of the Flora 'Cooking with Schools' promotion that went live across the UK on 1st June 2008 and subsequently proved a huge success. The SMS mechanic involved a complex integration into the website (Flora Promotion) working in real time.

The user sends a SMS including an in-pack alpha-numeric code, plus their school's name and town in order to redeem the points acquired by their Flora purchase. The system has to match the school and the code to assign the relevant points to that school. The user is then notified by 'free to user' sms that their points have been recorded. The school is then able to redeem these points to receive their free cooking equipment.

Axontek provided the dedicated SMS short code and hosts the high volume service.

Brand Study: Kelloggs Breakfast Cereals

Promotion

Instant Win Phone Competition

Mechanic

Consumers were required to telephone a promotional number, insert a unique reference code printed on promotional breakfast cereal packs to see instantly if they were a winner.

Prizes:

1 x Home Entertainment System
15 x Euro Soccer Weekends for Two
50 x Sporting Vouchers
25 x Mini Scooters
1,500 x Inflatable Armchairs

Axontek's Role

Axontek set up and maintained the promotion telephone line, provided the client with live on-line Web feedback on the callers and selected the winners.

Additional Brand Studies:

Axontek has also provided SMS and/or phone services to the following brand campaigns:

Nokia: Text-2-claim
On-pack promotion - purchasers of new Nokia 3320 handsets on T-mobile text in their name to claim Xpress-on Fun Shell. Axontek provided all SMS services including shortcode, keyword and reporting.

Robinsons Fruit Spring: Text-to-win
Consumers text their on-bottle URN in the hope of winning freedom from cleaning and ironing for a year. X-on provided all SMS services including shortcode and reporting.

Weetabix Virtual Games: On-pack competition
On-pack competition which consumers enter via web or by phone. By ringing a phone-to-win line and inputting their on-pack unique competitor number consumers entered a running, cycling or swimming race. All competitors hear race audio with sound fx. Winners then continue through the automated system to select their prize. X-on provided 0871 number, automated IVR phone system, inbound lines and all audio.

Doritos/Blockbusters: 0870 information line
0870 recorded information line for Northern Ireland - advertised on-pack - explaining how to redeem in-pack voucher for free cinema tickets.

Homepride Cook-In-Sauce: On-pack phone-to-win
Consumers ring 0871 number and enter their on-pack URN to win family holiday in Florida.

Bryant & May Extra Long Matches: On-pack phone-to-win
On-pack phone-to-win promotion. Consumers ring 0871 number and enter their on-pack URN to win garden furniture.