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L&M SMS-campaign
Case Study
Home > Products & Services > M-marketing
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Philip Morris International is
the most profitable international tobacco company. It produces seven of
the top 20 best-selling international brands, including Marlboro,
the global brand leader, Lark, Chesterfield and L&M.
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Challenge
Philip Morris and advertising agency Leo Burnett designed a campaign concept
which included
giving out smaller prizes to customers buying L&M cigarettes and a trip
around the world during which five parties were held in five different
very exotic cities. The idea of the party was to invite only a very small
group of the most loyal customers. They turned to us hoping we could find
a technical solution for keeping track of how many of their products
have been bought by each person participating in the game and develop
a smart prize delivery notification system for them.
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Solution
The best way to count the number of products bought by every single person
was to use campaign flyers carrying unique game codes printed in the package. To
participate, one had to send the code via SMS. Every collected message
with one unique code marked another
package of cigarettes bought. Phone numbers gave us the opportunity to
link every received code to a certain participant.
Together with Leo Burnett we came to a conclusion that the simplest
way to let the winners know from where to collect their prizes was via SMS.
So we developed a dynamic SMS-sending system which automatically notified
the winners to collect the prize from their local post office (the name
of the post office was automatically received from the Philip
Morris customer database).
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Results
The prize game lasted for two months, during which a number of
participants exceeded the expectations of Philip Morris.
The prize notification system kept track of the winners during the whole
time reducing the cost of organizing the prize delivery. All parties were
satisfied with the campaign.
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More information:
Lauri Kinkar
lauri.kinkar(ä)mobisolutions.com
+372 51 86 064
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