The multichannel Evolution campaign features an SMS call-to-action in Men's Health magazine, online and via an upcoming free-standing insert (FSI) delivered to consumers via conventional mail. Consumers are asked to text the keyword WHEATIES to short code DOTCOM (368266).
“We understand our target consumer is actively involved in mobile media around the clock,” said Dan Stangler, marketing manager for Wheaties at General Mills, Minneapolis, MN. “SMS interaction provides another piece of the puzzle in our overall digital communication strategy. “A text reference is provided in print and digital communications, enabling consumers to extend their experience beyond the Web site,” he said. “The SMS calls-to-action are part of our digital strategy to communicate with consumers through the most efficient touchpoints. “SMS is a great way to round out our digital execution, interacting with our consumer when they are on the move.”
“The Wheaties SMS initiative provides consumers with a number of engaging elements that encourage interactivity,” Mr. Stangler said, such as creating interactive mobile strategies with a focus on SMS, with content such as sports scores, trivia quizzes, recipe ideas and health tips. The firm then integrates brand messages within the information as part of an ongoing, multi-tiered conversation. The four dimensions of the SMS program, designed to support and enhance the other elements of the ad campaign, include interesting information about the elite athletes who helped create the new Wheaties. A trivia game tests consumers’ knowledge about the athletes. There is an option to sign up for email alerts to stay informed about new developments. There is also an opportunity to opt-in for weekly nutrition tips or fitness tips, automatically delivered to consumers’ mobile phone via SMS. The nutrition tips were developed in partnership with Men's Health Magazine. From Mobile Marketer at http://bit.ly/uX51O
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