Pot Noodle is to use the data it collected on 190,000 consumers to help it plan future direct marketing campaigns. Data specialist Experian used its Mosaic classification system to profile consumers.
The on-pack horn text-and-win promotion was created by SMS specialist Flytxt. Inside each pack was an insert telling consumers whether or not they had won a Pot Noodle horn. There were more than 1m winning codes, which consumers were invited to text back with their name, house number and postcode. A return message was sent confirming recipients' addresses.
Using this information, Flytxt matched respondents' addresses with the electoral roll and Post Office database. Experian's Mosaic and other tools were then used to profile consumers by general characteristics such as media preference, age, where they lived and likely behaviour.
Rachel Broad, Pot Noodle's brand manager, said: "We've got plenty of useful data and all from an inbound text. We're really pleased with the work carried out on the Pot Noodle database, particularly because it's an analysis of a group of people who we know for certain have bought and interacted with our brand, rather than a general cross-section of the population."
She added that the findings have helped Pot Noodle in two ways: "Some of the results are not surprising nor new, but confirm what we already understood about our target audience, which is in itself a useful exercise. Secondly and most importantly, certain results provide us with new and exciting data that we intend to use when forming future direct marketing campaigns."
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