Nightfly Promotes ‘Girls’ Night Out’ For Archers

Wireless marketing channel Nightfly has launched a campaign for Archers designed to drive traffic to a new “girls night out” online planning service created by the brand.

During May 50,000 targeted text messages will be sent out to women on Nightfly’s permission-based database. Messages will only be sent to females aged 18-30, preferably full time workers with daytime internet access and who have expressed an interest in receiving drinks-related offers.

The text message is designed to encourage recipients to log onto the website in order to plan their nights out while they are at work. All consumers who register on the site will be entered into a prize draw to win an Archers minifridge.

Philip Gladman, Archers brand director at Guinness UDV GB said: “We are trying to encourage the ‘girls’ night out’ with this campaign. By sending the message alert to users via their mobiles, we are also hoping to further test the impact of driving traffic from the wireless medium to the Web.”

In a separate campaign, Nightfly will also be informing recipients of a promotional offer at Sainsbury’s during the month, whereby for every bottle of Archers purchased, shoppers get two free cans of Ocean Spray cranberry juice.

Dan Radice, MD of Nightfly, commented: “We are glad to see Nightfly expanding from a promotional tool to a method to encourage brand loyalty and give something back to the consumer.”

Nightfly: www.nightfly.co.uk

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