Mobile Marketing Newsletter

NEWS HEADLINE

Hot competition for cool prizes

Bacardi ran a successful consumer promotion during the long hot summer of 2006 - with a little help from Púca.

The MMS campaign, which was advertised on packs of Bacardi, gave punters the chance to win tickets to the summer's hottest music festivals, Oxegen and Electric Picnic. Customers were asked to take a picture of themselves and the brand (ie, a bottle of Bacardi) with their camera phone and then send it in to a (Vodafone) long number. These messages cost the price of a standard MMS picture message. Entrants instantly received back a message thanking them for their entry. Púca developed an online moderating tool that Direction, the agency that was handling the promotion, could log into and sift through all the pictures that were coming in. At midnight each day an FTP file containing all of the approved pictures from that day was sent by email to Direction and these pictures were then uploaded to the Bacardi website. The promotion happened over the summer in the run-up to the Oxegen and Electric Picnic festivals.