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. Also read Bulk SMS in Chennai 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 untilized a true unique code embedded in every pack, each entry received was ...