Mobile React Helps Heineken Successfully Tap the Power of Mobile Marketing
Bangkok, Thailand, 11 November 2004 – Mobile React announced today the successful conclusion of Heineken’s recent mobile marketing program. The two month activity adopted a sales-linked loyalty rewards program and generated a participation rate in access of 17%, probably the highest measured response rate in Thailand.
"The high participation rate was a pleasant surprise, it supports the view that the mobile media is becoming an established tool for marketing,” said a spokesman from Thai Asia Pacific Brewery, the licensee for Heineken in Thailand.
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The 2 month campaign ran from 1st September to 31st October 2004. It utilized a point collection mechanic wherein consumers who accumulated enough points could exchange them for exclusive premiums from Heineken. Specially designed 6-pack of Heineken beer cans contained an embedded scratch-off code inside.
"Because we utilized a true unique code embedded in every pack, each entry received was firmly sales-linked. This meant Heineken could observe transactions and other valuable data from this campaign. Each code embedded was truly unique and could not be used once. Multiple entries using the same code were rejected, " said Adrian Stewart, CEO of Mobile React, the agency who conceptualized and managed the campaign for Heineken.
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“Consumers must SMS the code to a dedicated number and receive automatic replies with points they have obtained, for first time participants and with the current balance for repeat consumers. Codes provided 1, 2 or 5 points and consumers could keep track of their points via SMS, through Heineken’s website or via an 24-hour automated interactive voice response (IVR) system. Redemption for giveaways began with 5 points,” added Adrian.
Totally Virtual
Once a consumer has submitted his code via SMS, the system will track all points automatically and when consumers have accumulated enough points, they are informed by SMS and are asked to call the IVR hotline to select the item they want to redeem. Customer service agents will call back the consumer on the next working day to obtain details and ship the redemption item directly to the customer. There was nothing to collect or mail back and consumers enjoyed the convenience of doing everything via their mobile phones.
In addition, consumers who achieved a minimum number of points qualify for the fortnightly lucky draws which gave away, a digital camera and a notebook PC amongst others.
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High Participation
“Because of the simple mechanic, we expected and did get a higher than normal participation rate of more than 17%. This rate is based on valid codes received out of all codes embedded in packs shipped during the program period,” said Adrian.
Each entry also meant valuable data was gathered on consumers, as the campaign generated data on time of participation, volume and more importantly a useful database of full demographics of consumers who have redeemed items.
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New Communication Channel
Adrian added: “Mobile React also enabled Heineken to build a mobile community wherein SMS was used before and throughout the campaign to communicate with consumers.”
The program was promoted via SMS alert to Heineken’s existing database members prior to start of campaign. During campaign, communication by SMS was also utilized to remind members to get more points i.e. purchase more Heineken to qualify for the lucky draw or to redeem their gifts before the campaign ended.
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