Reese’ Uses SMS For NCAA Campaign

March 2012 – Hershey’s Reese’s candies is using SMS to let sports fans compete for a chance to win a trip to the upcoming 2013 NCAA Men’s Final Four game on their mobile devices. Winning prizes is as easy as texting the keyword REESES to the number 44144. This text-to-win campaign is part of a larger push to increase sports fans interactions with the Reese’s brand. The mobile phone marketing campaign, named ‘Perfect Pick’, is in partnernship with the National Collegiate Athletic Association and runs through April 1. Spokeswoman for Reese’s, Anna Lingeris, says, “The Reese’s brand chose to execute the ‘Perfect Pick’ promotion with a text-to-win campaign element to give March Madness fans nationwide an easy way to get in on the college basketball frenzy without actually being present at this year’s games” (Mobile Marketer). She added that, “With 74.6 percent of United States mobile subscribers using text messaging on their mobile device to date, launching a text-to-win campaign enabled us to reach our consumers easily and effectively”.  The ‘Perfect Pick’ campaign is a great example of digital marketing because it is a great opportunity for Reese’s to improve their brand recognition and make some die-hard college basketball fans happy in the process.