±±¾©Èü³µpk10

The initiative, called Chocollect, is the biggest multibrand promotion to date launched by the confectionery giant.

Starting this spring, consumers will be incentivised with rewards from partners believed to include Lastminute.com, O2 and Xbox.

It is understood to have been developed by Publicis Groupe-owned below-the-line agency Arc.

The promotion will feature special codes on Mars, Twix, Snickers and Bounty bar wrappers, and invite consumers to collect vouchers in order to earn rewards.

Other brands, including M&Ms, Galaxy and Milky Way, may also become involved.

The company will launch a dedicated website and text messaging service, which consumers will contact with their details, paving the

way for future relationship marketing activity by the company.

While Masterfoods has experimented with some forms of relationship marketing, including a customer magazine called Bright Ideas last year, Chocollect will mark its most ambitious attempt yet to embrace new media channels for a customer relationship management programme.

Masterfoods rival Cadbury Trebor Bassett has used text messaging before, notably with the launch of its TXT‘n’Win promotion in 2001.

Cadbury also ran a promotion to support its sponsorship of last year’s Commonwealth Games in Manchester called ‘TXT4Gold’.

Both promotions were developed by Triangle Communications.

The launch of Chocollect will be backed by an above-the-line campaign, being developed by Grey.

Masterfoods declined to comment, although a spokeswoman confirmed that a major promotion was being developed and earmarked for a spring launch.

David Teasdale, UK snackfoods marketing director at Masterfoods, could not be contacted as Marketing went to press.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .