29th August 2007
Sponge powers Birds Eye’s ‘Be Mortgage Free’ campaign
Mobile marketing solutions provider Sponge is powering the competion and mobile element of Birds Eye’s new campaign, which is offering three homeowners the chance to be mortgage-free.
The frozen food brand is running a three month on-pack promotion across 42 of its products from 1 September. Consumers simply text in a unique code found in promotional packs to enter a prize draw, for the chance to win their mortgage - up to a total value of £100,000 - paid off in full. There are three of these prizes plus daily cash prizes of £1,000 to be won until 15 December.
Sales promotion consultancy The Big Kick created the campaign, which will use Sponge’s TG3 platform to run the SMS element of the competition. Each Birds Eye product will feature a unique entry code which consumers then text to a shortcode. Everyone will receive a text thanking them for their entry, but will also receive tailored messages urging them to try different products from the Birds Eye range; encouraging cross-range purchases and further entries.
“Sponge enables many of the biggest European mobile campaigns and knows what works,” said Douglas McDonald, Client Services Director at Sponge. “We anticipate that the Birds Eye promotion will be huge. It’s another good example of how mobile can drive interactivity and engagement across all demographic groups.”
