BRISK® CASE STUDY Overview Buyer Profile The Pepsi-Lipton Partnership is a joint endeavor between two main manufacturers, Pepsi-Cola North America and Unilever. This entity is answerable for the Canadian promotions of Lipton, one of many main drinks within the world market. Enterprise Scenario The corporate launched a completely new Brisk® Prepared-to-Drink Iced Tea early final yr. The model acknowledged the rising presence of a brand new media section and required help in exploring the potential of direct-client communication utilizing Cellular and Internet expertise.
Addictive Cellular Corp. Resolution Addictive Cellular Corp. mixed advertising and marketing savvy with their licensed expertise to design and energy a Txt 2 Win Contest marketing campaign, “Beat the Blues with Brisk®”. The promotion integrated each net and cell mediums to reinforce buyer expertise. 1 Advantages Brisk® gained the flexibility to supply contestants premium net and cell content material whereas offering an amusing, interactive and instantaneous entry methodology.
This pattern setting use of wi-fi applied sciences created a client buzz whereas permitting the model to trace promotional leads to real-time. PROFESSIONAL SOLUTION Conventional media Helped in forming preliminary contest consciousness with highschool occasion bulletins, beverage cooler stickers and excessive visitors web site banners. Customers have been knowledgeable they might enter the Brisk® contest for possibilities to win a grand prize and one of many weekly attracts, 1001 prizes in all. Contributors despatched an SMS message to the brief code 27475 (BRISK) to mechanically opt-in to the competition.
By means of a wi-fi dialog, the buyer realized they might acquire an additional poll every time they despatched the textual content message “PLAY” as soon as a day. Expertise integration allowed entrants to ship free SMS textual content messages to their mates from the web site, www. brisk. ca. Chosen members have been despatched a successful code through textual content message and instructed to go surfing for prize redemption. 2 RESULTS AMC’s cell expertise, suitable with all cell carriers, permitted a wi-fi pathway for participation within the “Beat the Blues with Brisk®” contest.
There was a complete of 50,000 entries (two months), totally automated, together with choice and prize redemption. Throughout the promotion, a 9% spike in gross sales was observed, a median of 100 new members signed up every day whereas web site visitors elevated to 1. 7 million hits. Brisk® now has a database of over 6,000 opt-in members, indispensable market analysis to check and analyze. Model affinity was strengthened by way of an interesting and private methodology directed in the direction of client identification. All inside in a two months marketing campaign. three
