Major UK Brands Turn To Text
The increasingly important role of SMS advertising in the marketing mix became evident today with news that two major UK brands are to launch SMS marketing initiatives.
Wireless media company Nightfly has launched what it claims is the UK’s largest ever outbound SMS marketing campaign for drinks company Smirnoff. The permission-based campaign is aimed at increasing brand awareness and driving sales in bars, night-clubs and off-licenses around the country. As part of a pre-publicity marketing drive Nightly will text over 175,000 18-25 years-olds informing them of special promotional nights running as part of the “Smirnoff Experience”.
Managing director of Nightfly, Dan Radice, said: “This is the most ambitious outbound SMS campaign to date. By sending over 500,000 texts to 175,000 consumers who have signed up to receive them, we are demonstrating that outbound SMS can truly deliver the sort of scale that is of interest to major brands.”
Hair styling brand Wella has also launched a major SMS campaign offering respondents free products when they reply to prompts on special posters.
The campaign, which includes 70 6-sheet panels in Plymouth and Hull, has been designed by Flytxt and is running in conjunction with JCDecaux’s recently launched PosterTxt initiative, which allows consumers to respond to billboard ads via text messages (see JCDecaux Launches SMS Ad Service). The SMS promotion will run for two weeks in April and will support national 6-sheet and press activity.
Commenting on the campaign, Amanda Catwell at PHD, said: “JCDecaux PosterTxt provides Wella with the ideal way to persuade people to trial its new products. Situated outside retail outlets the poster are in the perfect place to target shoppers in the mindset to trial a new product.”
SMS marketing is a rapidly expanding medium and major brands including McDonalds (see 12Snap Launches Monster SMS Campaign), Sony (see Sony Uses Text And Outdoor For Treasure Hunt) and Cadbury (see SMS Campaign Boosts Profits For Cadbury) have all embarked on text message initiatives in the last few months.
Nightfly: www.nightfly.co.uk Flytxt: 020 7841 6400 www.flytxt.com
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