Beer brewers are using mobile marketing via SMS short codes as an integral part of their marketing efforts in 2010. Many popular brewers including Guinness, Heineken and Coors Light have used text message marketing recently to boost their promotional campaigns.
Guinness recently used text message marketing in their ‘Great Guinness Pint Contest’. The text contest asked consumers at participating bars nationwide to rate their pint of Guinness via mobile. Voters were encouraged to text their votes to an SMS short code for a chance to win a home pub. Not only did Guinness manage over 8500 entries in only three hours but they also created a great mobile club for future marketing.
Competitor Heineken has also engaged mobile in their recent campaign ‘Plug into Summer’. The campaign featured a mobile sweepstakes that consumers could enter by texting to an SMS short code. The campaign also had a 2D barcode component for users with smart phones.
Coors Light is also no stranger to mobile marketing with several interactive mobile campaigns behind them. A recent mobile contest encouraged consumers to create slogans for the Coors Light brand by finishing the phrase ‘Colder than...’ and texting their responses to an SMS short code.
Beer brewers are increasingly recognising the value of communicating with their target market via text. Text message marketing is a targeted and highly personal medium. It allows for two way communication and instant interaction so it’s a great way for any consumer goods brand to reach out to their customers. Whether it be a text to win campaign or simple text message alerts, it’s text message marketing that’s getting the results this year.