Disqus
A recent mobile advertising/marketing campaign to get UK pub-goers to try Strongbow appears not to have worked very well, according to The Inquirer.
The promo centred around a text message that was received, urging people to text back to get a free “pint” (568ml glass). Apparently, there was also an additional use of LBS (location-based services), whereby if “pub” was texted back to the source shortcode, then the address of nearby ale-houses would be sent back – cool methinks, but read on….
It turns out though that there were on a number of restrictions on when you could claim your pint – both in terms of days and time. The Inquirer‘s …er… enquiries suggest that in the pub they checked, nobody had taken part. This could be, it is suggested, because users perceived that the text they sent would be charged at premium rate – thus removing the “free” part of the pint equation!
Interestingly, I got this exact text during the promo period, and discounted it based on the fact that they had tried to squeeze all the info in to one text message – something that frustrates me a little when there are obviously going to be wordy T’s & C’s behind the promo. Also, I can’t help but think that given Strongbow’s very visual TV advertising (each Ad ends with two arrows hitting some form of stationary target), that at least image-based MMS, or even video-based MMS, might have been a really nice move.
Hey ho, on to the next promo, and lets hope it whets the taste buds as much as this one could have!
[Via: The Inquirer]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
