CASE STUDIES

Objectives

 

The promotion was designed to cement Coke’s association with music by promoting its iTunes offer.

How did it work?

The on pack promotion which took place over a 6 Week period in Republic Of Ireland and Northern Ireland was supported by wide scale advertising on TV, Outdoor and digital media.

Consumers were asked to text in their on-pack Unique code to the dedicated shortcode 51725 (ROI) or 64777 (NI).

Draws were completed at the end of every minute and an iTune was won.

A text message informed all entrants whether they had won or lost. The text also told them how many players had entered their draw.

Every Hour an 80GB iPod was given away with winners notified by text.

High levels of game play could be seen as players collected their codes and entered them at more opportune times e.g. 5 am. These players were trying to better their odds and beat the system!!

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