Bacardi Launch Is First Among SMS Campaigns

The UK’s first product launch via SMS has taken place for a new Bacardi product – Bacardi Limon. Drinks marketing agency Markari worked with mobile channel Nightfly to use SMS to promote the launch in the Glasgow area.

The campaign sent a series of six text messages to over 6,000 consumers in the Glasgow area, beginning with a teaser and building up to a launch promotion with invitations to Bacardi Limon club nights.

Jonathan Turner, MD of Makari, said: “This campaign respresents a new area for mobile marketing. Until now it has generally been used to promote one-off events or promotions- by using the medium for a consumer product launch, Bacardi are really making the most of the power of this new marketing channel.”

Dan Radice, MD of Nightfly added: “This campaign underlines Nightfly’s ability to deliver to a responsive 18-35 audience. The response rate of over 20% was exceptional.”

Nightfly: 020 8235 2100www.nightfly.co.uk

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