Using Mobile to Award Prizes

In U.K., Consumers Take Pictures and Text Ads to Win Tickets

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Mobile operator O2 wanted to reward its customers during the chilly run-up to Christmas, offering them the chance to have an unforgettable New Year's Eve at an exclusive music event.

A national campaign ran in the U.K. involving print, posters, TV and in-store ads all featuring the word "Priority," with the letter 'I' as a semi-opened door. O2 subscribers were invited to take a photo of the word and send it to a shortcode number from their cellphones. After a few moments, their image was returned to them via MMS, with the door opened to reveal whether or not they had won tickets to the event.

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