YOC and Coca-Cola have launched a mobile campaign for the companys Fanta brand in Gemany. The on-pack campaign uses the strapline: Need a top-up? Grab a Fanta! and offers consumers free talk time, texts and downloads. It combines a zero-rated Shortcode, cross-operator free surfing on the m.fanta.de mobile portal, and free talk time and texts, and will run until December with German mobile operators Vodafone, T-Mobile, and O2.
To take part, consumers enter a bonus code, found in promotional Fanta bottle tops via SMS to the Shortcode 24200 for free. Within 72 hours of sending the code, the customers mobile phone is topped up with the relevant incentive. Customers of other operators can send a code in the same way to receive Fanta content such as wallpapers, screensavers, ringtones or games for free. Any mobile phone number can take part in the promotion a maximum of five times per week.
This promotion adds great value to the product for the consumer, since no extra costs occur for the participation or the incentivation itself, says Dominik Schneider, Senior Brand Manager at Coca-Cola GmbH. This is an absolute first for Germany.
Supporting media include POS, a co-operation with Germanys largest youth magazine, Bravo, and a TVC tag-on.