Puma

Brief

Test user response to a competition that is only advertised within a mobile channel environment, i.e. with NO above the line advertising whatsoever. 

Methodology

We launched a mobile channel with various entertainment content. One of the features was a competition where users had to sms a keyword to a short code to win Puma hampers. 

Result

The channel was launched with zero subscribers and recorded 63.000 subscriber after four weeks, purely based on a viral marketing effect. During that same period 3.298 subscribers entered the Puma competition.  

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