Crisp-pack promotion ‘a technological first’

Walkers is running a text-to-win promotion which features a technological innovation: text credits.

The TXT2WIN campaign, launched this month, features on 270 million packs of Walkers snacks, including Quavers, Monster Munch, Wotsits, French Fries and Squares.

Consumers will be given the chance to win prizes by entering the code printed on the inside of their pack of Walkers snacks, via text message or through the promotion’s website at walkerstxt2win.co.uk.

Consumers will then be instantly notified if they have won a prize. Millions of pounds of &£5 and 50p Walkers-branded text credits will be offered directly to consumers’ mobile phone accounts.

Text credits will be compatible across all GSM networks, for both contract and pre-pay mobile phone users. Sony LCD TVs, picture-messaging phones, DVD players, PlayStation 2’s and mobile phone flashing stickers will also form part of the &£42m prize package.

The promotion, which will run for five months, is supported by a &£750,000, three-week TV campaign created by Abbott Mead Vickers.BBDO. It will also be supported by in-store point-of-purchase activity. The campaign has been created by The Marketing Store and 12snap.

Walkers brand manager Samantha Green says: “This is the biggest promotion we’ve ever done and the first text-based promotion from Walkers.”

12snap director of client services Francesca Bateman adds: “This further underlines 12snap’s strategic alliances with the major mobile phone operators, enabling big brands to deliver added value for customers using mobile phones.”