Cadbury Schweppes Americas Beverages generated a 33% sales conversion rate, selling Snapple brand beverages with a direct text-message sweepstakes campaign targeting thirsty 18 to 24-year-olds last summer.
Participants registered at the Snapple.com Web site to begin receiving text-message notifications of winning sweepstakes numbers printed on the insides of bottle caps. The cable television stations MTV and VH1 were also used to promote the sweepstakes and generate online requests for text-message alerts.
“Mobile marketing is becoming an established method for capturing the imagination of the youth market now that penetration is so high,” said Kristen Marshall, Snapple brand manager in a prepared statement.
Outbound text-messages were sent to cell phones at lunchtime and other peak beverage purchasing times to announce the winning numbers. The campaign was organized by Enpocket, a New York-based mobile-media marketing firm
Ninety-three percent of the text-messages sent out were read and about one-third of these consumers subsequently purchased a Snapple brand product. The text-messages encouraged recipients to purchase special “play Snapple” bottles to participate in the sweepstakes.
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