An animal medley proved to be the most popular ringtone download in a Kellogg’s SMS-based on-pack promotion with a zoo theme.
Featuring on 22 million cereal packs, the campaign offered a top prize of spending a day as a zookeeper with second-tier prizes of free tickets to zoos and aquaria across the country.
But the third element of one of 10 free ringtones of animal sounds, such as a roaring lion and a howling wolf, attracted “tens of thousands” of consumers, according to Mediaburst, the mobile messaging company that put together the SMS campaign with Blue Chip Marketing in Manchester.
People were invited to send a text to Kellogg’s dedicated shortcode to receive back an animal fact and a link to a WAP site where they could download the ringtone. The only cost was standard network charges.
Stuart Brown, sales director of Mediaburst, said: “We are delighted to have teamed again with Blue Chip Marketing to develop and run Kellogg’s inspirational and educational campaign, bringing tens of thousands of young consumes closer to the animal world.”