Tanla to Run Mobile Campaign For Desperate Housewives”

Lime Communications has appointed Tanla Mobile to manage 3.4 million on pack promotion text to win competition for Vanish and Woolite. A promotional campaign to support the forthcoming release of the latest Walt Disney Studios, Desperate Housewives DVD – ‘The Dirty Laundry Edition’ – using a Text to Win competition is to be hosted and managed by Tanla Mobile. The campaign has been designed by leading film and DVD promotions agency Lime Communications, and is being run in partnership with Reckitt Benckiser who will promote it across 3.4 million packs of their Vanish and Woolite brands in the UK.

Consumers submit a text message with their name and postcode to a short code number printed on each pack, with all entrants and selection of winners managed using the Tanla Campaign Manager platform. Prizes including copies of the show’s DVD, a Mazda MX5, trips to Los Angeles and washing machines will be selected at random on each day of the promotion and awarded daily to a winner, also selected at random from the entrants received the previous day.

The campaign will also be supported across major supermarkets and grocery stores in the UK via Point of Sale promotion, plus substantial advertising and media spend. Desperate Housewives, ‘The Dirty Laundry Edition’ DVD goes on sale in the UK on November 5th. The Text to Win campaign runs until February 28th, 2008.

“Tanla Mobile has always demonstrated a real commitment to service, combined with a highly efficient and cost effective platform for delivering these kinds of large scale mobile campaigns,” explained Tim Hook, account manager at Lime Communications. “It’s vital to be able to work with a partner who can effectively manage the communication with consumers who are entering the competition, and also the selection of winners in a transparent way. Tanla has an excellent track record on both counts.”

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