MediaBurst launch text-to-win promotion for Kelloggs

This is a coup for the team at mobile messaging company, Mediaburst.

They’ve already been working with Kelloggs, but today they’ve announced that they’ve extended their relationship — to the point that they’ll be running text-to-win services across Kellogg’s Kids & Gatekeeper brands plus Kellogg’s Crunchy Nut Corn Flakes on 26 million in-store promotional packs.

26 million packs? Geez. Nice.

There are ten top prizes of a trip of a lifetime to Egypt for 4 people including a private tour of the Cairo Museum, a visit to the Valley of the Kings, and exclusive access to the tomb of Tutankhamun. There will be ten runners up prizes of a trip for four to the London “Tutankhamun and the Golden Age of Pharaohs” exhibition at the O2 Arena, which opened this month. All consumers will qualify for a £5 discount on a family ticket to the exhibition when buying a promotional pack.

That’s a pretty good deal – a fiver off!

Using and owning one dedicated shortcode aimed at developing the “Kellogg Code” for current and future on-pack promotions to the UK and Republic of Ireland markets enables Kellogg’s to deliver a simpler and clearer on-pack communication to the enlarged market and also save packaging costs. It also ensures that Kellogg’s consumers can’t accidentally opt in to another company’s promotion, as well as providing tighter control and security of consumer data.

Very smart. I really like the concept of a “Kellogg Shortcode” that they use for every mobile interaction with consumers.