OBJECTIVE: Starburst’s “More Juice More Burst” campaign was looking to engage teens by using their cell phones to text a unique promotional short code found under specially marked packs of Starburst Fruit Chews.

STRATEGY: Using the code J-U-I-C-Y (58429) across any cell phone carrier, and online at starburst.com, users could find out instantly via a return message if they won juiced-up technology prizes like a 42-inch flat-screen TV, i-Pod Photo and more.

RESULTS: With more than 60 million on-pack impressions, the Starburst Brand More Juice for More Burst contest was the largest short-code, cross-carrier campaign for a consumer product goods company in U.S. history. Using packaging to drive the promotion, the company’s online daily visits nearly doubled since its debut. Text messaging accounted for 40 percent more traffic than anticipated.

SOURCE: Inside Branded Entertainment