The Pepsi-Lipton Partnership is a joint endeavor between two major brands, Pepsi-Cola North America and Unilever. This entity is responsible for the Canadian promotions of Lipton, one of the leading beverages in the global market.
The company launched an entirely new Brisk® Ready-to-Drink Iced Tea early last year. The brand recognized the emerging presence of a new media segment and required assistance in exploring the potential of direct-client communication using Mobile and Web technology. Addictive Mobile Corp. Solution
Addictive Mobile Corp. combined marketing savvy with their licensed technology to design and power a Txt 2 Win Contest campaign, “Beat the Blues with Brisk®”. The promotion incorporated both web and mobile mediums to enhance customer experience. 1
Brisk® gained the ability to offer contestants premium web and mobile content while providing an amusing, interactive and instantaneous entry method. This trend setting use of wireless technologies created a consumer buzz while allowing the brand to track promotional results in real-time.
Traditional media assisted in forming initial contest awareness with high school party announcements, beverage cooler stickers and high traffic website banners. Consumers were informed they could enter the Brisk® contest for chances to win a grand prize and one of the weekly draws, 1001 prizes in all.
Participants sent an SMS message to the short code 27475 (BRISK) to automatically opt-in to the contest. Through a wireless dialog, the consumer learned they could gain an extra ballot each time they sent the text message “PLAY” once a day. Technology integration allowed entrants to send free SMS text messages to their friends from the website, www.brisk.ca. Selected participants were sent a winning code via text message and instructed to go online for prize redemption.
AMC’s mobile technology,...