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Smart Puffs strengthens SMS efforts with movie-themed campaign

Smart Puffs is targeting parents to build up its SMS database as part of a campaign with Disney-Pixar to promote the upcoming film, ?Monster University.?

As part of its SMS efforts, Smart Puffs is leveraging MMS to take its mobile messaging up a notch and convey more information to users. The campaign also aims to increase ?Likes? on the brand?s Facebook page.

?We need to separate two phases of the sweepstakes process,? said Cezar Kolodziej, president and CEO of Iris Mobile, Chicago, IL.

?The enrollment process over SMS is the most efficient way to let participants opt-in via the channel they use the most, which is texting,? he said.

?However, delivering the engaging content back to the opted-in subscribers will be much more rewarding if it is done over MMS.?

Mr. Kolodziej is not affiliated with Smart Puffs. He commented based on his expertise on the subject.

Smart Puffs did not respond to press inquiries.

Opted-in users
Smart Puffs is giving away $10,000 towards a child?s education with a sweepstakes. Five first prizes for $1,000 will also be given out.

Parents are encouraged to text in the keyword Smart to the short code 82257 for a chance to be entered into the sweepstakes.

Consumers are sent back an MMS message with a link to the sweepstakes form.

Alternatively, fields can be filled out by auto-filling in information from a Facebook account.

Once a consumer submits the sweepstakes, they are encouraged to share the contest via Facebook and Twitter.

Leveraging SMS and MMS for a sweepstakes such as this is a smart way for the brand to get the word out about a promotion to an audience of moms and parents who are increasingly becoming more tech-savvy.

The sweepstakes runs through July 15 and Monsters University premiers in theaters on June 21.

In addition to the digital sweepstakes, Smart Puffs is also rolling out limited-edition 4.5 oz. snack bags as part of its partnership.

Share on social
Smart Puffs is also using mobile to build up its Facebook following.

The MMS message that consumers are sent with the sweepstakes entry also contains a link to Smart Puff?s Facebook page.

Via Smart Puff?s Facebook page, consumers can learn more about the sweepstakes and the snack brand.

Driving users to Smart Puff?s Facebook page also helps the brand build a deeper one-on-one relationship with consumers that lasts longer than the campaign.

?Social sharing is an organic catalyst for sharing our interests and feelings with all friends who trust us definitely more than brands,? Mr. Kolodziej said.

?There is nothing more engaging than receiving rich content from friends and family via social media,? he said. ?Mobile makes this much easier to do.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York