Mars Confectionery is launching a mobile marketing campaign through
Worldpop this week aimed at pushing its Twix brand to the young adult
market.
The promotion is aimed at 18- to 24-year-olds, and is targeting clubbers
by offering them free entry to some of the UK's most popular clubs.
The "Twix List" promotion will offer clubbers the chance to get
themselves on a free guest list for a variety of clubs via the use of
SMS. Worldpop will send out weekly text messages to its dance database
and those that send text messages back to a given number will be put on
the list. The user will have to present a Twix wrapper at the club door
to redeem their free entry.
Gary Pitt, the director of sales and sponsorship at Worldpop, said:
"We've done plenty of direct marketing via SMS but wanted to build in a
big response mechanism. "
The SMS campaign is being targeted according to age and
demographics.
Of the 27,000 people on the Worldpop dance database, only those aged
between 18-24 and living near the participating clubs will receive the
campaign.
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