Snapple

Background:

Coming into the summer months, Snapple wanted to find a creative way to reach the 18-24 year old demographic. With the large majority of mobile phone users under the age of 25 texting regularly, Snapple decided an SMS mobile campaign was the best way to reach this demographic.

Objectives:

• Increase sales among 18-24 year olds

• Enable Snapple customers to interact with the brand

• Generate brand awareness among this hard to reach demographic

• Offer quantifiable statistics on users with the intention of purchasing Snapple in the future

Solution:

Enpocket created a mobile marketing program built around “Snaffle,” Snapple’s main campaign for the critical summer months. Snapple printed numbers inside 225 million bottle caps.  The public had to match their bottle caps with winning Snaffle numbers to win prizes.

Throughout the summer, twelve drawings were held and three prizes were offered at each drawing. Through TV, print, online and mobile, consumers were able to win prizes at any time.

The winning Snaffle numbers were initially announced every Wednesday just after 10 pm on TV networks such as VH1 and MTV and on Snapple.com.  Then the hunt was on to find the winning numbers!

Enpocket and Snapple reinforced the mobile channel by allowing consumers to sign up for mobile alerts through the Snaffle website. SMS alerts with the winning Snaffle numbers were sent to consumers who subscribed. The alerts were sent out during lunchtime and peak purchase times of the day—maximizing on the strength of mobile communication.

Mobile users were also given the opportunity to forward information about the Snaffle campaign to friends, a welcomed viral derivative of the mobile channel.

Results

• 93% of all consumers who received the SMS alerts read them

• 24% were more positive about Snapple as a result of receiving the messages

• 33% of those who participated bought additional Snapple products as a result of the Snaffle

• Created a strong mobile base of consumers interested in mobile offers