“Never Stop. Milk” SMS campaign builds mobile database for ongoing communications

Agency: Cossette Communications

Cossette is an international communications firm with operations in Canada, the United States and the United Kingdom. It is one of the top communications companies in the world, servicing clients locally, nationally and on a global scale. It offers a full range of leading-edge communication services to more than 800 clients of all sizes, including some of the most prestigious brands in the world.

Client: Never Stop. Milk (Prairie Milk Marketing Partnership)

The vision statement for “Never Stop. Milk” is to build, maintain and promote an online environment that includes educational, entertaining and interactive content for Canadian Prairie Youth. “Milk celebrates all teens who are confident in who they are and have the determination to make the most of themselves. Milk celebrates growing.”

Campaign: “Never Stop. Milk. Experience Life 2009” - a youth-oriented promotion to interact and educate consumers about the unique contest, promotion and neverstopmilk.ca

Objectives:

Connect with the youth and teen market to promote the “Experience Life” contest through SMS text messaging

Drive participants online to foster a deeper relationship with the Never Stop. Milk brand

Build mobile database ongoing communication and reminders

Prm (prospect relationship management) Modules:

Text Messaging - prmText

Campaign Overview:

With a $10,000 prize each week over the duration of the six-week “Experience Life” campaign, participants were eligible to enter through text message and online. Print advertisements with text message “calls to action” were featured in malls, movie theatres, locker posters, buses, and adpods. The travelling team of brand ambassadors also encouraged participants to text in at mall and community events.

To drive traffic to the Never Stop. Milk website, selected participants will be rewarded with a free Much Music song download. Participants will also be given the opportunity to spread the word of mouth excitement to win 1 of 6 $10,000 prizes through a “forward to a friend” text message feature. All participants that opt-in will receive Never Stop. Milk updates and notifications throughout the campaign.

The Results:

Campaign is currently in progress until May 4th, 2009.