Brief:
- Snickers, the candy bar marketed by Mars, launched its first micro-gifting campaign to lift the spirits of smartphone users amid “the negativity displayed across thousands of mobile screens daily,” per an announcement shared with Mobile Marketer. The “Big Mood” program charges users $1.65 to send a personalized message and a gift card that’s redeemable for a Snickers bar at any Walmart store.
- Through the end of September, mobile users can text the words “BIG MOOD” to 62770 or scan a QR code on “Big Mood” displays in Walmart stores to place a gift order. Snickers will direct gift-givers to a microsite, which can also be visited directly with a web browser, to enter the gift recipient’s name and phone number.
- Gift-givers also can send one of six custom videos created by rapper and YouTube star Caleon Fox for the program. The videos have comic themes like “Lovey Dovey,”
Article source: https://www.marketingdive.com/news/snickers-lifts-moods-with-mobile-micro-gifting-push-from-walmart/559937/
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