Mobile marketing for the Herbie Parade

On July 30th Berlin will host the probably longest “Herbie Parade” in the world. On the occasion of this very special event, MindMatics has created an SMS campaign with a prize draw for Volkswagen, which invites Beetle and New Beetle drivers to come to Berlin and do their bit for the Guinness World Record attempt.
The mobile marketing mechanism isn’t obvious, and requires some active behavior in the recipients who can text back to be sure they’ll have a place at the parade and also to enter a draw and win one of ten weekends with a Volkswagen New Beetle Cabriolet.
Of course, the main idea behind this campaign is not to set a Guiness World Record with hundreds of Beetles “marching” in Berlin, but to promote the movie remake which will debut in Germany on the same day.