In an effort to create hype and excitement around the re-launch of Cadbury Bytes, a snack with wafers and chocolates, Cadbury India has tied up with Mobile2win for their first-ever wireless activity in India. The idea was to not only bring in interactivity via SMS promotion with the desired target group of kids and teens in Southern India, but also reach out to a large number of people in the most cost-effective manner.
Anil Vishwanathan, Brand Manager, Cadbury, said, "Wireless marketing initiatives for brands of Cadbury Schweppes are quite common in the markets of the UK. Even in China we have done some good work with Mobile2win.Wireless is a new and active medium, which brings in interactivity. Kids and teenagers use it, which is my core audience for the brand. I wanted to create excitement and an SMS promotion, which was sales-linked. It was the best way to interact and reinforce my brand proposition with TG. I expect the usage of this medium for by other brands."
It's a pull activity which was linked to the TVC's broadcast on Cartoon Network and Sun Network in the South. A 5-second tag, which said SMS BYTES to 8558, followed the TVC and you could win two Sony Play stations, T-shirts and 1000 VCDs. It's a one-month promotion till March 8.
On sending BYTES to the short code, the consumers would be asked to buy a pack of Cadbury Bytes and send the first two letters of the batch code printed on the pack. The 8558 servers would identify one of the correct three series of batch codes. On sending the correct batch code, the sender would receive a message asking him to forward the message to as many people he could to increase his chances of winning thus bringing in the viral element in the contest and to gel with the byline "Bytes Jahaan, Public Wahan". In addition, on ground promotion had been initiated on February 26 and 27 in Chennai, Bangalore, Hyderabad and Mumbai.
Aji Joseph, Head-Sales, Mobile2win, said, "Cadbury has been a big gain for us. There's a perfect synergy between wireless as a medium and the portfolio of brands that Cadbury has. Our experience and expertise in working with leading FMCG brands in India and China will help us to roll out some path-breaking innovations in future for the other products of Cadbury."