New Media Age reports Nescafe is online in the UK win an advergame called "Lift your cups" supporting the TV campaign starring fashion gurus Trinny and Susannah. The game has been created to build awareness around an on-pack promotion (text-to-win) which gives away a shopping spree with Trinny and Susannah worth £10,000, or one of 25,000 £5 vouchers to spend on lingerie at a selection of high street shops.

The game has been created by Outside Line.

Italy, Gillette has started a mobile competition tergeting football fans. On the Gillette gels and razors packaging buyers find a code to be texted to a special number with the answer to a quiz question. Winners are notified immediately and will receive a Fifa World Cup 2006 football ball. The competition then goes a step further: by visiting the website www.gillettem3power.com users can enter a draw to win a trip to Madrid with the chance to meet David Beckham, Gillette's testimonial.

On his company's blog, Juanjo gives us some insights from a recent campaign Duplex Marketing has carried out for Sony. It was an on-pack promotion which urged people to text the shortcode they found on the CD pack to a special number, in order to win prizes. The initiative obtained a 10 percent redemption rate, with about 20 to 40 percent of the people submitting codes more than once.

I know text2win is just the simplest way to try mobile marketing and it's doesn't help much in building a relationship, but I do like it as a "way-in". On-pack promotions and SMS codes are a good solution to educate both advertisers and the public to the potentials of wireless marketing. It's a question of building trust: advertisers will learn there is a new, direct and personal channel to promote themselves, and users will understand they can enter mobile sweepstakes at no risk of being spammed with unwanted SMS.
Of course this is a delicate game that needs to be played by the rules. Cheat and die.

Tag = mobile marketing

Soft drink brand Appletiser has launched this month in the UK an on-pack promotion to drive sales and engage consumers in a mobile relationship. Steam and Netsize have created a text to win competition which allows entrants to win diamond jewellery every day for 3 months. All entries then go into the main draw to win £50,000 worth of diamond jewellery designed by Tom McEwan. An online quiz is also part of the effort.

To support its new Aqua Cool Spray for Men, Nivea has launched a text to win competition targeting movies fans. The game has been created by Text Marketer together with Nivea's marketing agency Makari which planned also a free product sample distribution in 101 cinemas. Mobile phones owners are invited to send the word AQUACOOL to a special number in order to win a 7 day skiing trip for four people.

In Switzerland Lipton Ice Tea is getting ready for the crucial season for its sales with an advertising campaign which includes Tv spots, billboards and in-store promotions. Persoenlich (in German) reports mobile marketing is also part of the effort, with a "text to win" game which gives away an incredibly rich series of prizes: 5 yellow DaimlerChrysler Voyager branded Lipton.
Given the prizes, you can really tell the initiative runs in Switzerland...

The agency behind the campaign is JWT+H+F.

My Alert Marketing has created in Spain a mobile marketing campaign for Rexona for Men. As Diario Ipmark (in Spanish) reports, the initiative is promoted with on-pack messages and will run until the end of March. Users have to text the word "Rexona" with their sex, age and postal code to a special number. Prizes (products branded Real Madrid) are assigned immediately.

Mobile users are now turning to their phones to confess their worst sins... Virgin Mobile Bites presents a service called �Sin to Win�, in which customers are invited to send in their sins in order to relieve themselves of a guilty secret, and to be in with a chance to win prizes for the best confessions. As Response Source (via Textually) reports, the response to �Sin to Win� service has been staggering; since Virgin Mobile Bites launched in August 2004, more than 10,000 people have used their mobiles to send in confessions, highlighting the desire for a high-tech solution to the guilt brought about by the deadly sins.

Following the success of last year's campaign connected to the movie "Finding Nemo", McD Italy has decided to repeat the "text & win" initiative with "The Incredibles". Everyone buying a soft drink at McDonald's will get a code to text to a special number, together with the brand and model of their mobile. Prizes range from logos and ringtones to mobile games and 50 Nokia 3220.

TextnWatch2Win100K is an initiative launched by Unwired Appeal and Insite Media Group to engage spectators during NY Knicks basketball matches. During the first quarter of select Knicks� games, fans are broadcast questions via television ads, radio spots, and SMS. After registering, participants can instantly reply to questions using text-messaging from their cell phones. Results are tracked during the game and broadcast live during the fourth quarter.
Keary Griffin, director of technology at Unwired Appeal comments:

Text & win competitions are regarded as a form of gambling, therefore Muslims are banned from sending SMS to get prizes. In Malaysia, as Telecom Asia reports, the ruling by the National Fatwa Council means Muslims caught sending SMS messages in the hope of winning a prize could find themselves in a sharia court.

In Germany 12Snap has developed an on-pack promotion for Ferrero and the movie Shrek 2. From July to September, on the snacks Duplo and Hanuta, consumers can find codes to get java games, mms movies, sms postacards and other mobile gadgets related to the movie.

Korean online magazine The Star reports the Domestic Trade and Consumer Affairs Ministry will scrutinise short message service (SMS) contests to check cheating incidences. Korean authorities advised consumers to pay attention before "investing" in an sms competition as they could end up losing more in SMS charges.

Mentos' text & win

Tic Tacs' mobile push

Mobile war games?

Text & win with Garnier

Cornetto's mobile love potion

Text & win with Schwarzkopf

Who's the most original father?

Text & win... Enrique Iglesias

Find "The Cat in The Hat" and win

Mastercard: buy, text & win

Celebrate, text and win in Brunei

Text and win with Colin Firth

Find Nemo at McDonald's and win a Nokia phone

Ford KA: text and win

Are looking for more cool interactive ideas? Check the archives