An animal medley proved to be the most popular ringtone download in Kellogg’s recent SMS-driven Zookeeper campaign, which aimed to bring people closer to the animal world. Runners up were roaring lions and then howling wolves ringtones.
The in-store campaign ran from 14th January to 23rd March, 2008 and was featured on 22 million packs of such leading Kellogg’s brands as Corn Flakes, Rice Krispies, Frosties and Coco Pops. It invited consumers to send an SMS text to Kellogg’s dedicated shortcode to receive back an amazing animal fact and a link to a WAP site where they could download one of ten animal ringtones. Tens of thousands of consumers participated.
Consumers were charged only standard network costs to access and download the ringtones. The campaign was designed, developed and implemented by Blue Chip Marketing and SMS Provider Mediaburst.
Stuart Brown, sales director of Mediaburst, comments: “Clearly, Mediaburst is delighted to have teamed up again with Blue Chip Marketing to develop and run Kellogg’s inspirational and educational campaign, bringing tens of thousands of young consumers closer to the animal world.”