Vitaminwater runs text campaign to increase brand awareness

By Giselle Tsirulnik

May 9, 2008

Energizing the marketing efforts

Glaceau Vitamin, maker of vitaminwater, tapped mobile marketing agency EnMobile to attract Generation Y consumers and increase brand awareness.

The Glaceau vitaminwater campaign uses a simple SMS format where anyone can text in and receive a coupon via their mobile device. Consumers can text "vitaminwater" to the short code 41513 and within seconds obtain a response. The winner of the sweepstakes receives a free year's supply of vitaminwater, a line of vitamin-enhanced bottled water from the New York company.

"We wanted to augment the awareness of vitamin water among consumers 18-35," said Brandon Bornancin, founder/CEO of EnMobile, Athens, OH. "Vitaminwater is a great low-calorie drink and once you try it you won't drink anything else. Our goal was to get people to try it and at the same time engage them with the brand."

Just as consumers choose if they want to receive coupons and alerts from vitaminwater, they can also decide if they want to stop receiving messages. Users can opt-out of the campaign at any time by texting "stop" to "41513."

While EnMobile's campaigns work for all U.S. carriers, users will not be charged an extra fee for opting in to a campaign.

The initial call-to-action is on the EnMobile blog, asking readers to send vitamin to a short code.

EnMobile is a full service mobile and social media agency. The company's mobile mobile marketing services include SMS messaging, mobile coupons, mobile alerts, brochures, ringtones, wallpapers, mobile contests and mobile WAP sites.

The winner of the vitaminwater sweepstakes will be announced May 15 via an SMS sent back to all who entered.

"Our strategy was to increase sales and make new business," Mr. Bornancin said.

"At the same time we wanted to maintain our clientele and giving them the opportunity to win something seemed like the way to go," he said.

There are already thousands of consumers who entered the sweepstakes. This was meant to be a small regional campaign and has blown up into a national campaign with a few thousand people.

EnMobile's technology automatically selects a winner.

"Mobile is a great way to engage your audience," Mr. Bornancin said.

"The campaign is not only a great way to let people know about vitaminwater, but you can use the list of those entered into the sweepstakes to promote future vitaminwater events, products and promotions," he said.

Comments on "Vitaminwater runs text campaign to increase brand awareness"

1. BEAUTY SALON says:

   May 2, 2010 at 5:38am

   Flavoured water is just that flavoured water! why do manufacturers try and sell these products as the next best thing since C02 ( water to me and you )

2. Meir Fradkin says:

   June 18, 2009 at 4:48pm

   Vitamin water is a great soft drink indeed, but....
   
   What really irritates me is the fact they try to make it look healthy!
   
   Their health claims - on bottles and on the website - are, at least, not responsible.
   
   Any dietary supplements with such claims would be banned by FDA!
   
   Be well,
   Meir

3. Flavored Water says:

   May 29, 2009 at 6:30am

   Thanks for the wonderful read. Flavored water is definitely a more healthy option than soda or other syrupy drinks! Some other tips for improving your hydration include:
   * Eat foods with high water content. Slice them and take them to work. Serve them with meals. Good choices include apples, watermelon, celery, tomatoes, lettuce, oranges and melons.
   * Drink what you enjoy, as long as the sugar and caloric intake is low. Look for 10-20 calories per serving, and definitely don’t make it your only beverage consumption. Make sure you get dairy in, too.
   * At restaurants, choose water instead of other beverages. An added bonus to doing this if you have children is that you’ll be serving as a role model for making healthy choices.
   All the best!
   http://FlavoredWater.net