Púca powers SMS promotion for Unilever

Unilever has successfully launched a point-of-sale (POS) promotion developed by Unilever’s agency, Y&R, in partnership with Púca. The text-to-win competition is currently running in Dunnes Stores and Superquinn, where it is being advertised on posters and leaflets throughout the store.

To enter the current Lynx Excite competition consumers must buy a product from the Excite range and then text in a unique code printed on their receipt to have a chance of winning great prizes including twenty €100 Gamestop vouchers, five Dell Inspiron laptops and ten €100 Apple Store vouchers. Other Unilever brands using Text Response include Domestos, Cif, Sun and Dove.

Púca’s industry leading messaging platform ensures that all aspects of the campaign including prize selection and delivery are fully automated and trackable.

According to Y&R account director Barry Kennedy, Púca played a key role in the success of the campaign. "We like to work with Púca because they have a lot of expertise in mobile marketing, are hugely experienced and are a very dependable and reliable partner."

Despite the rise of other competition formats, text-to-win competitions continue to be the bedrock of consumer promotional initiatives. They are particularly popular with high profile brands as a means of driving short-term sales. Consumers like them too, because they are very quick and easy to enter and the prizes on offer are appealing and relevant to the demographic being targeted.