22 million Kellogg's packs hit stores with text-to-win

Mediaburst are back with another stonker of a client in the form of Kellogg’s. They’re supplying the connectivity behind the breakfast brand’s latest on-pack marketing push.

22 million? Good. It’ll be interesting to see if we can find out how many people interact with the packs. I wonder what the ratio will be. 10 to 1? Greater?

Here are the details:

Mobile marketing leader Mediaburst today announces that it has again partnered with Blue Chip Marketing of Manchester to deliver what’s expected to be one of the largest in-store promotions of 2008 …. a text-to-win draw on 22 million packs on leading Kellogg’s brands offering free animal ringtones as downloads to encourage consumers to take part in the draw.

Between 14th January and 23rd March 2008, one lucky winner will be drawn every 24 hours, meaning 70 consumers will become a zookeeper for a day. Aside the top prize of spending a day as a zookeeper, free tickets to zoos and aquariums across the country can also be won.

Mediaburst’s contribution to the overall in-store campaign is a complete end-to-end mobile marketing campaign. It spans packaging advice, provision of ten bespoke animal ringtones like moaning whales, roaring lions and chattering monkeys, design and hosting of a dedicated WAP site to download ringtones, training of Kellogg’s call centre staff, and second-line consumer support.

Consumers texting Kellogg’s dedicated shortcode for the UK and Republic of Ireland will automatically receive back a message to their mobile giving an amazing animal fact and a link to the WAP site where they can download the animal ringtone of their choice. Only standard network costs will be charged to access and download ringtones from the site