12Snap Launches Monster SMS Campaign

Mobile Marketing agency 12Snap is launching what it claims to be Europe’s largest retail-based SMS advertising campaign to promote the launch of Monsters Inc. at cinemas across the UK.

The campaign, which is being carried out on behalf of McDonalds, Disney and PIXAR, begins on 8 February and will run for four weeks in 1200 McDonalds stores across the UK.

The promotion will see specially branded French fry boxes feature a peel-off section that will reveal a code and a text-in number. Customers will be able to send the code as a text message to find out if they have won a prize. The campaign will be supported by TV ads and online activity at www.textamonster.co.uk.

12Snap’s managing director, Anne de Kerckhova, said: “This project is a huge leap forward for the mobile medium and demonstrates the growing recognition of mobile marketing as an essential tool by retail brands.”

12Snap recently announced that an increasing amount of brands are being drawn to mobile marketing because of the high response rates and “instant accountability” generated by SMS campaigns (see Feature: Wireless Marketing). The latest figures from the Mobile Data Association show that 12.2 billion text messages were sent during 2001, compared to 1.1 billion in 1999 and 6.17 billion in 2000 (see Text Message Total For 2001 Exceeds 12 Billion).

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

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