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.
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.
Although SMS services are usually associated with retail marketing campaigns, you can also use these communication tools across many other industries. SMS text messaging can be used to provide a perfect veterinary patient/clinic communication tool, and because of this it is becoming increasingly popular within the specialist animal care sector.
My family doesn’t go to the cinema often, but when we do, I dread the ticket line. So I almost always purchase my tickets online if we plan to go during a busy time, or for a newly released movie. Paying for the tickets is always easy, but getting them at the cinema can be problematic. Enter SMS.
Becoming a parent the first time is often overwhelming. To know what to do, we read books, search online, ask our family and friends. But even then it’s easy to suffer from information overload. Wouldn’t it be nice if there was a simple checklist, or specific activities we could be told about on a regular basis via SMS?
Insurance companies have lots of ways they can put SMS messaging to work for building their business and managing customer relations. The following list covers 7 different use cases that can apply to any type of insurance.
The digital age has seen a rise in demand for business coaches to aid you in every aspect of your entrepreneurial efforts. From money mindset to technological solutions, earning passive income and attracting high-paying clients, these days there's a coach for everything. But running a coaching business isn't as simple as the hype would suggest. SMS marketing is the perfect way of supercharging your promotion of your coaching business, here's how.
One of the most interesting use cases for SMS messaging is the financial industry. Just a couple weeks ago I wrote a blog on 7 ways the financial industry can use SMS messaging to communicate with customers. In this blog I'll expand on the topic from a different perspective: personalisation.
SMS messaging is proving to be an essential tool for communication between schools, students, parents and staff. SMS messages can be broadcast from schools to parents notifying them of sudden school closures for bad weather, changes of schedule for sporting events or transport delays. And much more too!
There’s no shortage of organisations trying to help smokers quit. These include groups that use SMS as a means of supporting smokers while they try to quit. There’s quite a lot of evidence that text messaging can help people break bad habits, or make positive improvements in their lives. Here’s one example from George Washington University.
Whether small or large, salons and spas can make great use of SMS marketing. Here's a look at five useful and easy ways to put it to work in your salon or spa today including reminders, discounts, reviews, events and tips. High read rates make SMS perfect for these types of messages.