New York Pizza – SMS and win

Win a pizza party for 50 people
 
Background
To access young people 16 to 19 years of age, a difficult group to reach, and to expose them to an offer from New York Pizza, an SMS and win campaign was devised, as part of which three pizza parties are being given away each month. Throughout the entire 2006-2007 school year participants can send the word, ‘PIZZA’, to number 4411, following which they immediately receive a unique code. This code must be entered on the website of New York Pizza along with some other details. The result is announced immediately.
 
Outcome
Not only has a fine promotion been devised, but with the combination of SMS messaging and the Internet details such as postal and e-mail addresses have been obtained from every participant straightaway, thereby making it possible to conduct direct marketing campaigns in the future.