Description: The Unilever campaign for the Cornetto brand arrives directly from the European Forum of the Mobile Marketing Association which was held in Istanbul. Turkish consumers who buy “Cornetto in love” and “Cornetto Disc” promotion items can text the unique code they find in the pack and will immediately receive 120 minutes free airtime. Moreover, in response to the code they send, they receive an IVR call inviting them to express their affection for the brand by shouting “My looove” for as long as possible, reproducing the topic of the TV commercial aired at the time. The best brand lover wins a Cornetto teddy bear.
The campaign is also integrated on Facebook and supported by geo-localized SMS and MMS actions aimed at consumers listed in the opt-in database at Turkcell (the main phone operator in Turkey); during the first two months there have been more than more than 1.4 million entries and 300,000 IVR responses. This undoubtedly shows great Progress Marketing potential for a competition which registers actual purchases and allows the company to monitor performance in progress. Turkey, a (now no longer) emerging country, rules.