Mobile marketing agency Incentivated  has been asked to provide the mobile mechanic for SMS text & win campaigns launching on plasma screens at shopping centres across the country.
The client, international retail and residential property group Lend Lease,  in conjunction with Ashingo Media, has installed a network of plasma screens in four shopping centres nationwide. The first campaign, which broke on 14 October, targets the 500,000 shoppers who visit the Bluewater shopping centre in Kent each month.
For one month, the plasma screens around the shopping centre will serve up a mixture of advertising and entertainment content, including a premium rate SMS text & win competition, offering shoppers the chance to win two VIP tickets to the MTV Music Video Awards in the US next year.  A six-minute video loop will be played continuously on the networked screens, with the 20-second text & win animation appearing twice during each loop.
Incentivated is directing the on-screen animation and sourcing the exclusive prize for Bluewater. The competition is the first of many SMS-based competitions being managed by Incentivated for the Lend Lease estate. Others will run at the Golden Square shopping centre in Warrington, Touchwood in Solihull and Overgate in Dundee.
Todays shopping centre operators must drive footfall, increase the frequency of visits and engage shoppers to extend the duration of visits says Incentivated Commercial Director, Robert Thurner. We applaud Lend Lease for pioneering this eye-catching mobile promotion. Our research shows there significant interest from retailers in using mobile technology and we predict strong demand for retail based campaigns in the coming months.