Taking the brand proposition of ‘Dimaag Chalega Nahii Daudega’ forward, Kellogg’s has recently tied up with Mobile2Win, to carry out an interactive SMS promotion. The SMS activity revolved around the benefits derived from a healthy breakfast of Kellogg’s Cornflakes. The promotion is three weeks long.
Consumers simply need to SMS KCF to 8558 to participate in the promotion. Questions are based around product features, which also double up as health tips. The objective of the promotion is to increase awareness about the benefits of Iron Shakti, the main ingredient in Kellogg’s Cornflakes. Consumers are also given the option of registering for the Kellogg’s club to receive fun wallpapers for their mobile phones, health tips or alerts from Kellogg’s.
Rajiv Hiranandani, VP, Sales & Marketing, Mobile2Win, points out, “This is a first for a leading FMCG in India where health tips apart from an SMS promotion has been used to communicate with the target audience. In two weeks time we have received 8000 responses, expecting around 15000 responses in total by the end of the promotion”
"We wanted to capitalize on the growing use of the mobile medium, to help drive home the key message of our new Corn Flakes campaign "Dimaag Chalega Nahin Daudega" and collaborated with mobile2win to come up with a SMS promotion.
quite happy with the encouraging response to the contest. The medium lends itself to interactivity by definition and that is what can really help communicate very effectively with a potential consumer," says Yuvraj Arora, Marketing Manager, Kellogg India.