The MasterFoods brand has launched an aggressive mobile marketing promo in the U.S.
Starburst launched an aggressive U.S.-based mobile marketing promo on Friday as part of a new integrated campaign.
Grey Interactive and mobile marketing partner ipsh! are behind the cross-carrier effort, which follows a relaunch of the MasterFoods candy brand. The new identity promises "More Juice. More Burst."
Last week, MasterFoods began distributing the first of 100 million Starburst packs with unique wrapper codes that will eventually reach store shelves. Consumers can enter to win prizes by texting their unique numbers to the short code "JUICY." One pack design shows a teen holding out his phone and offers the copy, "Text. You Could Win Juicy Prizes." Smaller type below it says, "Look under wrapper. Text game code to JUICY (58429) or log on to starburst.com."
"Starburst is the most progressive brand for mobile marketing," said Nihal Mehta, ipsh! founder and president. "This is the largest cross-carrier mobile campaign for a consumer packaged goods [brand] in the U.S. to date."
Sweepstake giveaways include a 42-inch flat-screen TV, portable audio centers, and music downloads. The promotion continues through September.
Grey Interactive has handled Web and interactive advertising for Starburst since the late '90s. Last year, the MasterFoods brand gave its offline business to TBWA\Chiat\Day, but Grey Interactive retained some digital assignments.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.