Starburst Intros On-Pack Mobile Promo

  |  April 4, 2005   |  Comments

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.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

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. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Resources

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...