Objective: To induce additional sales of Sprite during the summer period.

Strategy: A unique number was given under every crown/bottle cap of Sprite. Around 2 million Sprite crowns had a unique code printed in them. Users could message that number to the shortcode -8558 (connected and integrated with every carrier in the country) and win NOKIA N-Gage, phones every hour. The promo was communicated through TVC, Print, Outdoor, POS and Radio. Consumers were told that they could win by drinking Sprite, looking under the crown/bottle cap of Sprite and sending in the unique code for a chance to win. The unique codes also enabled consumer location tracking. Consumers who did not win for a particular hour were eligible to win every hour for that day.

Results: 750,000 responses in one month.

SOURCE: MMA