12Snap Brings Girls Talk To UK Cities

12Snap is launching an SMS advertising campaign for Tia Maria to promote the drinks brand among 23-28 year old women.

The ‘Girl’s Talk’ campaign begins on 14 June and will run for six weeks generating sampling of Tia Mia across eight UK cites, including Bath, Bristol, Cardiff, Leamington Spa, Northampton, Oxford, Reading and Solihull.

Consumers will be encouraged to text their name and age to a number found on point of sale adverts in selected bars and will then receive an instant reply which can be exchanged for a free Tia Maria and cola.

Commenting on the campaign, which was designed by Geoff Howe Liquid, 12Snap’s managing director, Anne de Kerckhove, said: “Text messaging is incredibly prolific in certain social environments. Women send huge volumes of flirtatious and gossip texts during and after a night out. 12Snap aims to use mobile marketing to heighten the consumer experience delivering interactivity and spontaneity, adding an extra dimension to the experience Tia Maria offers consumers.”

Additional competitions will run in selected bars to support the main campaign, including one where consumers are invited to vote via text message for their favourite member of bar staff, in return for a cash prize.

The latest figures from the Mobile Data Association (MDA) show that 1.3 billion text messages were sent in the UK during April, an increase of one million on March. The MDA is predicting a continued rise in text messaging for May, with thousands thought to have used SMS to make their bank holiday arrangements (see Text Trend Shows No Signs Of Slowing During April).

12Snap: 020 7534 7300 www.12snap.com

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