Flytxt Promotes Pop With UK’s Largest SMS Campaign

Mobile marketing company Flytxt has secured the contract to promote Coca-Cola with the UK’s largest ever SMS advertising campaign.

The ‘Txt For Music’ promotion launches this month and offers mobile phone users the chance to win limited edition CD singles and compilation albums by collecting special SMS credits found on cans, bottles and packs of Coca-Cola and Cherry Coke.

The credits can be exchanged, via text message, for for a range of prizes including backstage tickets to a series of live Coca-Cola-branded music events, featuring artists such as Mis-Teeq, Feeder, Busted and Kym Marsh.

The initial camping will be supported by a series of national and regional promotions running throughout March (see Sky Digital Secures Coca-Cola For First Interactive Ad). Emap Performance will also raise awareness of the initiative across its portfolio of radio, magazine and TV brands, which include, Smash Hits, Heat, Q and Kiss 100. Each of the special gigs will also be shown on Emap’s digital TV channels.

Commenting on the promotion, Charlotte Oades, marketing director for Coca-Cola Great Britain and Ireland, said: “Text messaging is now an everyday part of people’s lives, therefore we wanted to incorporate an innovative text mechanic into our biggest British live and recorded music promotion yet, offering consumers.”

Carsten Boers, head of client services at Flytxt added: “This campaign is simply the largest and most sophisticated campaign that both Flytxt and the wireless industry has undertaken to date. We are extremely excited and proud to be delivering this highly complex loyalty and relationship marketing campaign, for such a significant brand.”

The latest figures from the Mobile Data Association show that a total of 1.53 billion person to person text messages were sent across the UK’s four GSM networks during February. 78 million romantic text messages were sent on Valentine’s Day, taking the daily average for the month to 55 million (see Valentine’s Day Texts Boost February SMS Total).

Flytxt: 020 7293 3000 www.flytxt.com

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