Mobile competition strategy and data capture

Brief

Magners wanted an innovative way to support the offline promotion of its ‘Become a Taste Tester’ competition.

Red Ant strategy

Develop a mobile competition to complement the offline promotion

Tactics

• Entrants were asked to text in their competition answers to a specific number
• Winners were notified by text and asked to register on the microsite to claim their prize
• Promotion through microsite and banner display advertising

Results

• Entrants engaged with the brand via their phones
• Winners engaged more than once on two platforms
• Rich data capture for future campaigns
• Over 33,000 unique views of the competition details
• More than 46,000 entries to the competition via text
• All winners claimed their prizes