Collector Scheme
Pot Noodle SMS Retro Game Collector
- Product
- Pot Noodle
- Promotion
- SMS Retro Game Collector
- Promoter
- Unilever
- Promotion Period
- July 09 to May 2010
Some background…
Unilever’s Pot Noodle brand has linked up with EA Mobile to launch its first mobile game giveaway, enabling UK consumers the chance to gain free access to retro arcade games such as Space Invaders and Arkanoid. Not only is it the first campaign of its kind in Europe but it is also one of the largest, with the promotion running across 20 million packs.
A significant aspect of the promotion is the synergy between the target audience, the ease of entry via a mobile phone, and highly appropriate prizes that give Pot Noodle’s core consumer group a quick fix of classic gaming.
The mechanics…
Consumers have to collect three codes from under the lids of promotional pots, which they then have to submit via SMS or online at potnoodle.com, in order to receive the game of their choice. Those consumers submitting their first and second codes by SMS get a reply message instructing them on how to access their free demo games. There are 5 games to collect from; Space Invaders, Rainbow Island, Super Puzzle Bubble, Arkanoid and Volified.
The promotion was able to take advantage of our risk management model for mobile and online promotions which includes advising Unilever on forecasting SMS and online redemptions plus helping to control and protect their budget for the promotion..
