Coca-Cola - Successful mobile voucher promotion

Mobile industry: Thurs 27th August 2009

Tags: Mobile Marketing | Online SMS

The UK campaign, which ran for 8 weeks over the early summer from May and June, saw over 200,000 Fanta, Sprite and Dr. Pepper drinks distributed for free.

To get a free drink, consumers simply had to send a SMS message with the word 'YES' and their date of birth to a short code. They would then instantly receive a secure digital voucher to their phone, ready to be redeemed in store.

With a redemption rate of 87%, the campaign was deemed "the most popular and effective mobile coupon campaign the UK has ever seen". Coca-Cola Head of Communication, Ed Knight, says: "We always strive to engage our consumers in an appropriate and exciting manner and this campaign has achieved exactly that"

Other media supported the campaign. The steps of how to get the free drink were clearly explained on point-of-sale material, including door posters, shelf blazers and fridge-top stands.

Mobile vouchers have several benefits; the risk of fraud was limited by using secure vouchers, which can only be used once, and the result of the promotion was instantly track-able.

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