SHANGHAI, China-A short message service (SMS) advertising campaign in China garnered 200,000 messages from consumers during a 30-day period. Coke launched an SMS-based “Coke Light-Lemon Flavor” promotion in Shanghai in January.
The SMS code was advertised through a scroll line on a television ad. The SMS code allowed users to enter a contest to win a mobile phone after answering five questions about the television ad.
“The campaign indicated that over 80 percent of consumers who attempted to answer the five questions actually completed all the five questions, thus showing a high degree of brand involvement and interaction, parameters that are critical to the success of a new product launch as they help drive memory and salience,” said Syed Mahmood, regional marketing director for Coke.
Chinese firm Shanghai Mobile2win created and implemented the campaign.
