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: 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.

Brand Study: United Biscuits

A recent 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.

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.

We have also provided phone services to Muller Rice, HP, and Sainsburys Bank promotions.
For further information contact Axontek.