12Snap To Promote Butlins To Youth Audience
12Snap has secured the contract to run a three-pronged mobile marketing campaign to promote Butlins to young adults.
The campaign, which begins this weekend, will see 12Snap manage an inbound text and win campaign to encourage young adults and housewives with young children to enter a competition to win an ‘Arena’ weekend break.
The activity will begin with the nationwide distribution of 2 million inserts in women’s magazines including Take A Break, What’s On TV and Woman. Door drops will also be used to incentivise consumers to text their name and postcode to receive a Butlins brochure.
The promotion will run on 1 million beer mats at participating pubs and on posters in women’s changing rooms in Top Shop stores across the country. Butlins is hoping that its use of the mobile medium in conjunction with other promotional activity will help to increase its appeal amongst a younger audience.
Jo Wilcox, senior product manager at Butlins, said: “We have recognised that the mobile medium is a great way for us to reach potential customers and help us gather invaluable consumer data. This data can in turn be used in the planning of future marketing and promotional activity. 12Snap’s experience in creating fun and viral campaigns was a key factor to retaining them to carry out this project.”
The latest figures from the Mobile Data Association (MDA) show that around 2 million person to person text messages were sent each hour during September bringing the monthly total to an all time high of £1.43bn (see 2 Million Text Messages Sent Each Hour During September).
According to the MDA, September’s increase may be due to the return to college for many students, the majority of whom own a mobile phone and find text messaging an ideal way to communicate with friends and relatives.
12Snap: 020 7534 7300 www.12snap.com
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