SMS Plays a Key Role in This Massive Marketing Campaign
Have you ever had Chicken and Waffles crisps? What about Smoked Gouda and Chive? Perhaps Truffle Fries?
No? I’m pretty sure you can’t get them in the UK, but if you visited the US in October or early November you could have snagged a bag to bring home. Frito-Lay, the parent company of Lay’s brand crisps (called Walkers in the UK), created the flavours based on the input from consumers during several different contests in recent years. Most of the winning flavours were available for a short time after the contests ended.
But this Autumn, they ran a promotion that re-released the three most favourite flavour combinations based on social media responses (and I imagine previous sales counted too). In order to create excitement around the flavours, the company ran a massive marketing campaign that utilised social media, video, celebrity, and SMS.
In fact, SMS was a central part of the contest.
How It Worked
The company created a social media following using the hashtag #LaysFlavorAllStars. They built up suspense for a big reveal of which three flavours would be returning for a limited time. Next, they enlisted celebrity Josh Peck (Grandfathered, Drake and Josh) to announce the winners from a live event at the “Lay’s Flavour Vault” which is an authentic old vault in New York City (according to Yahoo! Finance).
Once everyone knew what flavours were in their local store, the next part of the campaign started.
Each bag of crisps (they call them chips in the US), had a code on it. Consumers would find the code after purchase and text it to a shortcode. The shortcode not-coincidentally spelt “CHIPS” on the numeric keypad (note it’s a US shortcode only).
If their code won, they received a message saying they entered a prize-winning code. They then received messages on how to validate and redeem the prize. When they entered the code, they were also asked to agree to receive up to four messages per code entered. This gives the company permission to send them SMS messages (at least a few).
The contest ran from October 3rd to November 14th. Randomly, once an hour, a code would be chosen to win $100 (~£80). That means the company planned on giving away $100 every hour for those 43 days, assuming enough codes were entered for a total of just over $103k.
Multi-Pronged Approach
SMS messaging was the final step in a longer process. They built-up excitement and anticipation for what the company was offering, then later released the product. I’m sure there was other advertising besides the social media, but from the reports and articles, it seems it was their main method of raising awareness for the promotion.
But the company opted for SMS redemption of codes rather than using social media or requiring customers to visit a website. It’s simpler, and quicker, for everyone to see who won. It’s also more in line with how people live and shop – with their mobile in hand. Typing a code into an SMS message is much more practical than asking customers to navigate to a mobile website.
And SMS can work on the slimmest of mobile signals. That means customers could enter their codes wherever they were, without worrying about their signal strength, access to the Internet or charges for data usage. And there’s also less typing than going to a website.
Can You Do A Similar Thing?
Obviously, this campaign was massive, using different channels and promotions to maximise excitement. But SMS could be integrated into smaller, or larger campaigns that use mobile to connect with customers.
Next time you’re planning a marketing event, promotion, or content, consider how you can include SMS. Every customer that has a mobile can use SMS. They don’t need a smartphone like they would to use a social media app, website or email. SMS is quick and people know how to use it so your response rates could be much higher than other methods. It could be the perfect addition to your next campaign.
Related Articles
Daily SMS Reminders Can Help Improve Health
Before the winter cold and flu season hits I decided to do what I can to get healthy and stay healthy. Last week I began a 21 day cleanse that involves eating lots of fruits and vegetables as well as taking supplements. A lot of supplements. So many that I really have trouble keeping track. But luckily the company that makes the cleanse I'm using offers support via SMS reminders.
Out-Of-The-Box Thinking in SMS Marketing
Do you know what your customer’s want? Would you ever offer something other than coupons, discounts, or other deals in your SMS marketing? At least one company is giving it a try, and differentiating themselves from the competition. Read the blog for details.
Using SMS for Absenteeism & Truancy Reporting
The Art of SMS Marketing for Bars, Pubs and Clubs
SMS marketing can be a double-edged sword, which is why it's crucial to ensure that each one of your campaigns is well thought out, immaculately spelt, financially accurate (i.e., the prices listed are correct), and, perhaps most importantly, the time and date is 100% accurate. Only once you have triple-checked each one of the components should you then consider sending out a batch.
Using SMS Messaging For a Cause is Catching On
As old as SMS messaging is (going on 25), is it surprising to know that for non-profits and political campaigns it’s just now catching on? It might be, but if you think about it maybe it isn’t surprising. Until the last few years, people have been very reticent to hand out their personal mobile number. Now though, they’re more willing – if they care about the source of the messages.
Reasons Why SMS Marketing is a Vital Tool for Charities and NPOs
Most of us are familiar with SMS marketing in a commercial context. Many organisations use text messaging as a powerful means of creating brand awareness, enticing people to buy, and as a way of promoting special deals and new products. The charity sector can also benefit hugely from regular SMS campaigns.
SMS Marketing for Personal Fitness Instructors
How the Education Sector Can Benefit from SMS Messaging
The education sector can greatly benefit from the use of SMS messaging, as it can be a good way to build strong relationships with students, parents and also other members of staff. These are some of the ways to make good use of SMS messaging in the education sector.
Why SMS Marketing is Perfect for the Automotive Industry
Most car dealerships and garages already have almost everything in place to start an effective SMS marketing campaign. When customers go into a car garage to have a service or a MOT done, they almost always give the dealership their mobile phone number. The reason for this is simple: if a customer is bringing their car in to get checked and they don't want to wait around for any work to be carried out, they'll simply head into town or run a few errands, until the garage gives them a call on their mobile to let them know the work has been done. That means most garages will have a healthy amount of mobile numbers already in their database, but quite often a garage will overlook the potential that their database of contacts presents.
