PÚCA NEWS

Txt2Win promotion another tasty winner for Cadbury

The "Life’s a glass-and-a-half full" Txt2Win on-pack promotion developed and run by Puca Technologies on behalf of Cadbury could end up being one of the chocolate maker’s most successful ever in Ireland.

The three-month competition, which is being supported by outdoor and bus T-side advertising, is running on packs of Cadbury Dairy Milk. Response rates have been well in excess of expectations from consumers looking to grab one of the hundreds of quality spot prizes on offer.

The prizes were specially chosen to appeal to on-the-go young consumers who are Cadbury Dairy Milk’s target for this promotion. They include digital cameras, MP3 players, portable DVD players, and PlayStation Portables.

A total of 840 prizes will have been given away by the time the competition finishes at the end of May 2007.

Consumers enter the competition by texting the word ‘cadbury’ followed by an on-pack code to see if they have won a prize. A prize is given away every hour between 9am and 7pm seven days a week.

Guaranteeing a prize every hour has been a key factor in the promotion’s success, according to Geraldine Nguyen-Viet, Marketing, Cadbury Dairy Milk.

"The mechanic of having a prize guaranteed every hour is really appealing to our target market. The modern consumer wants things that are instant and quick. The fact that they can text in and get a message back telling them whether they’ve won or not is great for them and makes our promotion all the more relevant."

The promotion is made possible by Puca’s mobile messaging platform, which manages the flow of incoming texts and generates weekly reports for Cadbury, which show how many entries have been received.

"It is an excellent system that we can get these reports because it means we can track the progress of the campaign and the number of consumers entering. We can then compare this against our sales or against other campaigns we run," says Nguyen-Viet.

In recent years, Txt2Win promotions have become an important part of the marketing mix for Cadbury, which has used Puca on several occasions to run SMS campaigns on its behalf.

Nguyen-Viet says that Cadbury understand that Puca come up with the right SMS mechanic for each campaign and offer a hassle-free service around it. "Puca is there to help us if we need any support during the campaign whether advice linked to their expertise or additional reports. The service Puca provides is very important to us."

Want to find out more? Just email sales@puca.com