Mokate Plays Games

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The biggest promotional campaign in the brand's history and one of the most inventive in Poland's food industry.

Goal

The customers of Mokate were invited to play a promotional game based on two main mechanics – a sale promotion combined with the classic SMS Lottery. Each of Mokate's products – coffee, cappuccino and other beverages – was printed with a special code giving extra points when sent to a premium SMS number.

Existing customers as well as new consumers had the opportunity to win one of 100 Piaggio scooters each day. The special prize – a Fiat 500 – was given every third day. As an additional surprise, 1000 people had the possibility to win special branded gift packages from Mokate.

The campaign was open to everyone from all the regions of Poland, both people buying Mokate products and people just interested in playing an exciting SMS game with great prizes.

Procedure

  • A very strong ATL campaign, with an attention-grabbing TV spot aired on the biggest TV channels: TVP, TVN, Polsat.
  • Users sent an SMS with the keyword “KAWA” (“COFFEE”) to a premium short code and collected 10 points for the draws. Alternatively, users sent the special promotional code taken from the Mokate product.
  • Users received a reply SMS which confirmed their participation and informed them of their points tally.
  • Users could increase their chances of winning the Fiat 500 or Piaggio scooter by sending more than one SMS to the premium number during the bonus sessions, which were notified to customers every day.
  • The draws were performed daily – Piaggio scooters and branded gifts – and every 3 days – Fiat 500 cars.
  • Draw results were published at the promotion’s web site throughout the campaign’s duration.

Time to completion

Using the existing infrastructure, the implementation of the mobile application was completed in less than a month.

Duration of Service

The “Mokate Lottery” campaign lasted 100 days, from 7th November to 14th February 2010.

Results

The results of the campaign were very positive. Almost 200,000 users participated in the game, generating SMS traffic at the rate of 4 SMS per user. The media campaign, intelligent prize selection and Internetq’s specialist in-game strategy achieved high sale and SMS traffic results.