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MobiMark’s innovation has made prize distribution outlets mobile

Innovative technology developed by MobiMark was implemented for the first time in promotions for the Carlsberg Euro 2008 brand (The official site of the event). Campaign participants were required to first buy a Carlsberg beer (produced by Baltika Breweries OJSC), find a unique code, and then send it in via SMS to a short number, or register it on the website for the promo. Sending codes allowed the accumulation of points, which could then be exchanged for prizes. Participants each received a backpack with a ball for 50 codes, a jacket for 25 codes, and a T-shirt for 10 codes. The main highlight of the event was the promotional drawing for tickets to Euro 2008.

A new mobile version of the prize management system was used for prize distribution. The codes were written off of each participant’s personal account using software specially designed for this application, utilizing WAP (WML+GPRS) mobile technologies when receiving a gift at a prize distribution outlet. The unified clearance center was accessed through the mobile phones of the promoters, requiring both a unique code and password. Each participant would say his/her phone number and ID in the event to the promoter, and the latter would access the subscriber’s interface statistics, which reflected prizes available for that specific member. After gift distribution to the participant, the promoter confirmed the transfer and points from the subscriber's personal accounts were subtracted. The clearance center was part of the prize delivery management system, which made it possible to manage logistics, inventories, and the dynamics of the flow of prizes at prize distribution outlets in real time.

The problem of lines at prize distribution outlets is an obstacle for enjoying the results of the event for any organizer. Sometimes the success of the event in general depends upon the procedure for prize distribution at outlets. Lack of sufficient thought on this issue detracts from marketing efforts and negatively affects a brand’s image. Implementation of mobile technologies in the process of prize distribution will easily resolve this problem.

According to Andrey Slonetsky, the Chief of the Promotional Activities and Advertising Production Department of the Baltika company: "Implementation of this system permits the avoidance of long lines, while automating the process for prize distribution at all stages, reducing the time for each prize’s distribution as well as the negative effects of the human factor, and, therefore, it prevents any related negative reactions arising from our customers."