Succesvolle mobiele marketing actie Heineken in Thailand

bron: www.160characters.co.uk

A recently concluded two month campaign in Thailand for Heineken produced a participation rate of more than 17%.

The campaign ran from 1st September to 31st October 2004 using a point collection mechanic. Consumers who accumulated enough points could exchange them for exclusive premiums from Heineken. Specially designed 6-pack of Heineken beer cans contained an embedded scratch-off code inside.

"Because we untilized a true unique code embedded in every pack, each entry received was firmly sales-linked. This meant Heineken could observe transactions and other valuable data from this campaign, " said Adrian Stewart, CEO of Mobile React.

“Consumers must SMS the code to a dedicated number and receive automatic replies with points they have obtained, for first time participants and with the current balance for repeat consumers. Codes provided 1, 2 or 5 points and consumers could keep track of their points via SMS, through Heineken’s website or via an 24-hour automated interactive voice response (IVR) system. Redemption for giveaways began with 5 points,” added Stewart.

Points Mean Prizes
Once a consumer submitted his code via SMS, the system tracked all points automatically and then when consumers accumulated enough points, they were informed by SMS and asked to call the IVR hotline to select the item they want to redeem. Customer service agents then called the consumer the next working day to obtain details and ship the redemption item directly to the customer. There was nothing to collect or mail back and consumers enjoyed the convenience of doing everything via their mobile phones.
In addition, consumers who achieved a minimum number of points qualified for fortnightly lucky draws for prizes such as a digital camera and a notebook PC.

Consumer Data
“Because of the simple mechanic, we expected and did get a higher than normal participation rate of more than 17%. This rate is based on valid codes received out of all codes embedded in packs shipped during the program period,” said Adrian.
Each entry also meant valuable data was gathered on consumers, as the campaign generated data on time of participation, volume and more importantly a useful database of full demographics of consumers who have redeemed items.

SMS Reminders
Adrian added: “Mobile React also enabled Heineken to build a mobile community wherein SMS was used before and throughout the campaign to communicate with consumers.”
Heineken’s existing database members were also sent SMS prior to start of campaign. During the campaign, SMS was also used to remind members to get more points i.e. purchase more Heineken to qualify for the lucky draw or to redeem their gifts before the campaign ended.