Wireless Watch for November 5, 2004

Snapple Sees Success in Text Promo

A mobile marketing program by Snapple lifted brand awareness and sales, according to Enpocket, which enabled the campaign.

The campaign creative was built around “Snaffle”, Snapple’s main summer promo. The Cadbury-Schweppes business printed numbers on 225 million bottle caps that the public could match with winning numbers. The winning numbers were placed on TV and the Web and delivered via text message.

According to Enpocket, 93 percent of consumers who received SMS alerts read them, and 24 percent were “more positive” about the brand as a result of the promo. Additionally, 33 percent of participants went on to buy additional Snapple products.

---

‘GOOGL’ SMS Search Goes Shopping

Google has expanded its SMS search program to let users more easily tap its Froogle shopping engine.

Texters can search for a specific product or a general one by sending a text message with the product name to 46645 (“GOOGL”). Books can be searched by entering an ISBN number. Google SMS then turns up the product name, price and a URL where it can be purchased at that price.

These listings are not paid, but adding sponsored links might offer a way for Google to monetize the text messaging service.

---

SMS Snow Reports

SnoCountry Mountain Reports is once again offering sponsored SMS reports on skiing and snow conditions. SMS Media Group provides the messaging platform, and Ads2Cell is handling ad serving in the messages.

Subscribers receive the name of the resort, time, base inches, snow type, percentage of open terrain and the number of open lifts. The service, now in its second season, is free.