Coca-Cola’s vitaminwater leverages SMS for free concert ticket promotion
By Chantal Tode
June 3, 2013
Coca-Cola brand Glaceau vitaminwater is leveraging SMS to deliver coupons to customers and give them a chance to win concert tickets.
The text4tix call-to-action appears on specially marked labels of select 20-ounce bottles of Vitamin Water through Oct. 31 and on 32-ounce bottles through Dec. 31. Consumers are also encouraged to text in for a chance to win concert tickets via in-store signage as well as local and mobile radio advertising.
“Vitaminwater consumers are constantly on the go – text4tix makes it easy for them to grab a bottle and text in to get a coupon for their next vitaminwater and to be instantly entered for a chance to win Live Nation concert tickets for themselves and their friends – it’s that simple,” said Ilan Sobel, senior vice president and general manager of Glaceau, New York.
“It’s still too early in the text4tix program to determine specific engagement results, but one thing is for sure – everyone is getting something,” he said. “Every entry will receive a coupon towards their next purchase of vitaminwater, and we’re giving away Live Nation concert tickets to lucky winners every day.”
The bottles of vitaminwater with the special packaging are in retail stores now. The front of the bottle features the copy “TEXT4TIX – YOU CAN’T LOSE” along with the Live Nation Concerts logo.
The side of the bottle informs customers that they can text the keyword TEXT4TIX and the code that appears on the cap of their bottle to 26739 for a chance to win Live Nation concert tickets. Customers can enter up to five codes per day.
For every entry, customers will receive a coupon for $0.75 off their next purchase of two vitaminwater 20-ounce bottles.
Participants can visit the Web site vitaminwater.com/text4tix to see who has won tickets. On the site, customers can also enter without having to make a purchase or having to send a text message.
Coca-Cola continues to be active the mobile space across a number of its brands.
Coca-Cola recently introduced the Open for Summer campaign that focuses on getting families active this summer by giving them a way to win prizes such as tickets to theme parks and includes two mobile-optimized sites (see story).
Earlier this year, Coca-Cola made the most of its sponsorship of the Central Intercollegiate Athletic Association Tournament via a new browser-based mobile application designed to make sure attendees do not miss any of the activities surrounding the event (see story).
Coca-Cola also made mobile a key part of its Super Bowl XLVII marketing strategy and optimized all of its digital content for mobile, when users likely are watching the game with smartphones and tablets in hand (see story).
“We’re always looking for ways to engage with our consumers and to give them access to cool music experiences,” Mr. Sobel said.
“Text4tix allows us to not only reward each entry with a vitamin water coupon, but also a chance every day to win Live Nation concert tickets for them and their friends,” he said.
Chantal Tode is associate editor on Mobile Marketer, New York
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