Consumer packaged goods
Consumer packaged goods (CPGs) companies have long known that product packaging can be a powerful vehicle for a brand impression and consumer engagement. Mobile turns the package impression into an interactive exchange between the consumer and the brand. CPGs are using mobile marketing to increase sales with mobile coupons and contests by promoting text-in short codes on the package. They are even using mobile to deepen customer intimacy by inviting them to text in to share their thoughts, their secrets and even their perspectives on imponderables like beauty and aging.
Strategy: Pepsi, Xbox and World Cup
Beverage companies have been one of the first to use mobile with "on-pack promotions." On-pack promotions typically include a code that the consumer can see only after purchase and opening of the product (e.g., under a bottle cap) and invite the consumer to text a unique number to an SMS shortcode for an instant chance to win a prize. In April 2006, Pepsi launched one of the most high profile text-to-win campaigns to date around the World Cup with the "What's In Your Locker?" Xbox 360 promotion. The on-pack promotion -- promoted on hundreds of millions of Pepsi containers and backed by a major TV campaign featuring British soccer stars old and new -- gave customers the chance to win an Xbox 360 every 90 minutes of every day over a two-month period leading up to and during the World Cup.
Results
With millions of entries over the course of the contest period, Pepsi was able to highlight and heighten its sponsorship of soccer during a critical period-- the World Cup. A soccer promotion via the mobile channel enabled Pepsi to connect with its key youth demographics, get more mileage out of sponsorship properties and increase sales of its product. Consumers liked it because they got immediate gratification, something they couldn't have through other media while they were out and about. The theme of instant gratification reinforces a primary attribute of the beverage.
Support from product packaging and TV ads
