SMS your way to a holiday with Thomas Cook
In an attempt to capitalize on the fast growing popularity of the wireless medium, India’s top Travel Company, Thomas Cook ( I ) Ltd, has launched an exciting mobile campaign to lend interactivity to their conventional media advertising.
The Thomas Cook print advertisements carried the message: "SMS TCOOK to 8558 for a chance to win FREE holidays!" Consumers who sent in TCOOK to 8558 were asked to answer a simple question & send in their details for a chance to WIN!
Thomas Cook & Mobile2win will be undertaking another round of activity, where-in SMS alerts will be flashed on the mobile screens of consumers who have granted permission to receive brand communication. This is another unique activity, where the messages are actually sent out to consumers, based on opt-ins, and then a point of contact is established via the Mobile2win shortcode 8558.
The basic objective of the exercise is to establish an instant connect with consumers who are interested in the proposition of holidaying with Thomas Cook. It also eliminates the inertia of calling up a landline & waiting to be assisted. SMS proves to be a more direct, yet impersonal medium of establishing contact. And its increasing popularity is proof of the method.
Ashwini Kakkar, CEO &MD, Thomas Cook (India) Ltd says "The advent of technology has changed the way one looks at business, specifically with relation to marketing. While the conventional mode of advertising still holds fort, it has to be made exciting for a recall through innovative ideas for effectiveness and recall value."
Mobile2Win was set up in China last year. It has to its credit some of the world's largest mobile SMS promotions, for eg. Coke summer campaign in China. M2W India is based out of Mumbai with representations in Delhi and Bangalore. Apart from the basic branded ring tones, wallpapers and screensavers, other applications which are being rolled out in India by M2W include SMS promotions for brands, mobile couponing, mobile marketing innovations, MMS content, Java content/applications, embedded games, targeted campaigns to mobile users and advergaming content. The company also conducts mobile events and builds wireless communities.