Text your worst ever fashion mistake and win with Nivea
With the support of MindMatics and Cognito, Nivea has launched a mobile marketing campaign offering customers the chance to win £1,000 cash to spend on a spree with celebrity stylist Hannah Sandling. Entrants are asked to text in their worst ever fashion mistake to a designated shortcode along with the word “Pure” – for example “Pure - Shell Suit” or “Pure -Puff Ball Skirt”. Their number is then entered into a prize-draw to win the £1,000. Designed to support the launch of Nivea’s new Pure deodorant range, the mobile campaign is the first step in establishing a dialogue with consumers. The competition is being promoted through leaflet hand outs at events and a UK media advertising campaign.
It looks like Nivea are using more than one agency for their mobile marketing activity…
This links to a news story about the launch of Aquacool for men..
http://www.textmarketer.co.uk/news.php?action=fullnews&id=54