Mobile Advertising: Coke and HUL launch Campaigns

The current buzzword is 360 degree marketing making use of all possible media channels to send across your message. So despite spending near...

The current buzzword is 360 degree marketing making use of all possible media channels to send across your message. So despite spending nearly 80-90% of their marketing campaign money on traditional media like TV and print marketeers are backing up their campaigns by experimenting with digital media. Mobile advertising is on of the trends for 2008 that I mentioned in my earlier posts and it seems to be on the way up with marketeers more willing to experiment.Value-added service provider for mobiles Oxigen has recently orchestrated two mobile advertising campaigns one for HUL's Cornetto and other for Sprite and their success will determine future growth of mobile advertising in India. Interestingly both these brands are advertising using mobiles to target the youth since it has been found that the largest segment of mobile users in India are college students with pre-paid mobile connections and are the biggest consumers of mobile value added services. Here is what both the brands are upto
HUL-Cornetto
The promo entitles consumers to a "Scratch and Win" offer on buying Kwality Walls Cornetto. The scratch card, which actually is Cornetto Cone's lid enables each buyer to earn reward points starting from Rs.10 worth of OxiCash, a secured stored value wallet on the mobile and utilize the same to connect with their loved ones - to winning a wide range of gifts and services. OxiCash, through this tie up will deliver to the Kwality Walls consumer - instant access to talk time and other VAS services on his mobile, by simply sending a sms to a dedicated code.

Coca Cola- Sprite
The campaign by Coca-Cola comprises a contest titled "Sprite Kholega to Bolega". In this contest, all Sprite bottles would have a nine-digit alpha numeric code found under the crown.When this code is sent as an SMS to a designated phone number, the buyer can win free talk-time ranging between Rs 50 and Rs 5,000. It would also provide a micro website for Sprite and related mobile freebies like ringtones through Oxigen's value-added service for mobiles named "Mobibuzz."


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