Nurofen first to use unified UK/Eire shortcode

Mobile marketing leader Mediaburst today announces that it has been selected by communications agency Multiply to provide text-to-win services for the new Twice as Fast Nurofen Express promotion. The nationwide campaign promotes Nurofen’s new Express product and Mediaburst’s mobile services complement traditional magazine and in-store advertising.

The campaign is the first to use the new unified shortcode system for UK and Republic of Ireland on-pack promotions.

Just like Nurofen Express, everything happens twice as fast in New York and all that shoppers need do to enter the free prize draw and stand a chance of winning one of two weekend breaks on offer to the Big Apple is text “Nurofen Express to 57782.” [standard text rates apply] Return flights, two nights in a luxury Manhatten hotel and a choice of pulse-pumping activities and distractions are included in the breaks.

“In this age of instant communications, mobile messaging is fast becoming the new point of sale and possibly the most effective way for a brand to engage with its publics in a personalised way,” says Emma McCafferty, account director at Multiply. “That means you need a trusted partner with the credentials to get the job done and in our book that means Mediaburst.”