12Snap To Launch Biggest Ever Text To Win Promotion

12Snap, the mobile marketing company, is to launch the biggest ever on-pack text-to-win promotion for Walkers Crisps.

The campaign, which launches later this week, will span 270 million packets of snacks and crisps for a five month period. It will be supported by a £750,000 TV ad campaign and extensive point of sale activity.

Consumers will be able to win prizes by texting the code printed inside packs of Walkers Crisps or by visiting the FMCG brand’s website. The initiative is the first SMS campaign to feature text credits, which can be used to receive DVD players, PlayStations and mobile phones.

Samantha Green, brand manager at Walkers, commented: “This is the biggest promotion that we have undertaken and the first text based promotion from Walkers. We are pleased to be the first company to offer our customers text credits direct to their phones.”

Francesca Bateman, director of client services and operations at 12Snap, added: “This further demonstrates 12Snap’s strategic alliances with the operators enabling big brands to deliver real customer focussed added value using mobile phones, accessible by all consumers.”

The creative concept for the campaign has been developed by The Marketing Store and the concept realisation and delivery is being executed by 12Snap.

The SMS craze shows no sign of abating and the latest figures from the Mobile Data Association show that 1.66 billion person to person text messages were sent across the four UK GSM networks during April (see Text Messaging Continues To Blossom During April).

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

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