By John Hennessy
Starburst is running a "More Juice More Burst" campaign that seeks to engage teens into using their cell phones to text a unique promotional short code found under specially marked packs of Starburst Fruit Chews.
Using the code J-U-I-C-Y (58429) across any cell phone carrier, and online at starburst.com, users can find out instantly via a return message if they've won juiced-up technology prizes like a 42-inch flat-screen TV, iPod Photo and more. The campaign runs through Sept. 30, 2005.
The Starburst brand first harnessed the power and popularity of text messaging in 2003 with its "Sour Outburst" campaign. The online/text campaign allowed users to send text messages from their computers directly to a friend's cell phone. This campaign proved so popular it is being continued for its third year.
Moderator's Comment: Where are your customers and are you reaching them there?
Another example of a manufacturer doing some innovative things to connect with customers and expand sales.
This Starburst program does a lot well. It understands how its audience - teens - interact. Teens IM and text message endlessly.
The program also offers rewards that appeal to its customers with some of the lesser prizes in quantities where there will be a fair number of winners. That tends to keep people playing the game.
One catch to the program is that to enter your codes online you have to first register. The registration process requires a fair amount of personal information. Good for Starburst marketing but more privacy invasion than I expected in exchange for a sweepstakes entry based on the purchase of a candy item.
However, the program isn't selling me any Starburst. It is selling Starburst and a stronger connection to the brand to their target audience. Starburst isn't trying to be all things to all people; it's figured out a way to stay connected to and involved with its core customers. - John Hennessy - Moderator