Brandtone, a mobile marketing company that works in developing markets, has completed a PepsiCo campaign in Brazil that engaged 53,000 of the country’s 200,000 street traders, with 25 per cent opting-in for further communications.

PepsiCo offered street sellers of its Torcida wheat snacks  – who represent 90 per cent of its sales there –  free mobile airtime in exchange for answering questions about their business needs by texting a redemption code printed on product boxes. The free mobile credit was equivalent to a 10 per cent discount on the product but PepsiCo only paid a fraction of the retail price for each reward because of Brandtone’s network partnerships in the country. The campaign boosted its sales in Brazil by 7 per cent.

The company works with brands like Unilever, Mondelez and SAB-Miller to engage and profile consumers and small retailers in fast-growth markets using mobile. Brandtone also works in South Africa, Russia, Nigeria, Kenya and Turkey, and is on the verge of a major deal which will see them expand into four more. They typically send SMS, USSD or even voice message aimed at less literate populations, offering free airtime in return for participation in order to build opt-in databases and create long-term loyalty.  

The company recently signed a one-year partnership with TNS that will give the research giant exclusive access to consumers and traders in Brandtone’s markets.