Nola and The Agency used Red Cherry Media to run the 2008 Yum Yum Peanut Butter promotion. Red Cherry acted as a one-stop shop by producing the TV commercial, planning and booking the media, and running the mobile marketing applications.
The commercial, aimed at the youth market, generated over 27 000 sms’s. Consumers had to purchase a Yum Yum product and sms the barcode as proof of purchase. This makes the number of responses even more amazing. The average number of responses per spot was 16% higher in the Yum Yum campaign than in any other interactive campaign running in the same period.
Nearly 20% of all respondents said that they would like Yum Yum to contact them in the future regarding upcoming promotions. Red Cherry's Mobile marketing division, Red Cherry Connect, will look at innovative ways of communicating with this database in future.
Red Cherry offers wonderful added value to clients with their ‘Interactive' campaigns, including: additional interactive airtime; pooled cash prizes; research/database generation; and sms line set-up and monitoring.
The true success was apparent in the actual Yum Yum sales achieved, which were double the projected figures.
For more information, log on to
www.redcherry.co.za.