Consumers text the word 'animal' to a short code to receive a link to the mobile site where they can access the free application, created by AKQA.
Users compile phrases to create a call from the Peperami Animal, which is delivered to a specified number. Within five minutes, an explanatory follow-up text message is sent.
The mobile site also offers downloadable wallpapers and ringtones. AKQA created a digital ad campaign to support the feature, using online ads and search optimisation to drive consumers to the .mobi site.
The short code also appears on a 20-second TV ad by Lowe, set to run for seven weeks.
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