DYNATA GLOBAL TRENDS

Telegraph Launches Text to Drink Campaign

David Murphy

Wireless service provider Hybyte and mobile directory provider Quick-2-Find have been appointed to provide the mobile infrastructure for the Daily Telegraph's 1-off-a-pint promotion, which supports the Best British Beer awards. All this week, the newspaper has been issuing 4 million vouchers, which can be redeemed in over 2,000 Cask Marque pubs across the country.
To locate the nearest participating pub, consumers text CASK. (including the full stop), followed by their postcode, to 83211 to receive details of at least two pubs near to them via their mobile. The Quick-2-Find solution, which is linked to the mobile networks via Hybytes platform, uses standard text messaging to trigger a full online directory search that will cross reference each postcode submitted with a pub database to exact appropriate results.
As part of the Best British Beer awards programme, drinkers will be given the opportunity to vote for their favourite brew at ballot stations set-up in each participating pub. As cask ale is very much a regional product, the country has been split into areas which will culminate in 10 regional champions.  The winners will be announced on 14 April.

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