Opel
TIGRA “Search, find, win” SMS competitionUpstream undertook the task of designing and implementing an innovative SMS/MMS competition for Opel TIGRA.
Objectives
Opel was looking for an innovative way to promote the TIGRA during the summer months conveying its fun and exciting open top character. Opel was also looking to reach a young and trendy target audience hanging out in urban hot spots and create a mobile database of future buyers.
The Campaign
The campaign had 2 phases: During the first phase consumers were prompted to send via SMS the word “TIGRA” to a shortcode, register to receive instructions on how to win the TIGRA and collect participations for a draw of electronic prizes. All participants also won TIGRA related mobile content (engine ringtones, MMS logos of the car etc).
The second phase was the core of the promotion.TIGRA’s drove daily for 3 weeks around the towns’ hot spots, inviting young consumers to participate in the SMS competition. All players who had registered in the 1st phase received messages instructing them where to find the TIGRA’s.
Each car had a unique code printed on it which consumers had to send to a shortcode to enter the draw to win the car. Every 2-3 days the code was renewed allowing dedicated consumers to collect multiple participations for the big TIGRA draw.
At the same time, participants were invited to pose with the TIGRA and send their photo via MMS. All photos were posted on www.tigra.gr and users had the opportunity to vote for the Top 10. One lucky winner won a weekend for two to Mykonos with a complementary TIGRA.
Upstream has executed 5 large scale on pack marketing promotions for the Coca-Cola brand since 2004. Our experience of working with Upstream has been very positive 
TIGRA “Search, find, win” SMS competitionUpstream undertook the task of designing and implementing an innovative SMS/MMS competition for Opel TIGRA.
Opel was looking for an innovative way to promote the TIGRA during the summer months conveying its fun and exciting open top character. Opel was also looking to reach a young and trendy target audience hanging out in urban hot spots and create a mobile database of future buyers.
The campaign had 2 phases: During the first phase consumers were prompted to send via SMS the word “TIGRA” to a shortcode, register to receive instructions on how to win the TIGRA and collect participations for a draw of electronic prizes. All participants also won TIGRA related mobile content (engine ringtones, MMS logos of the car etc).
The second phase was the core of the promotion.TIGRA’s drove daily for 3 weeks around the towns’ hot spots, inviting young consumers to participate in the SMS competition. All players who had registered in the 1st phase received messages instructing them where to find the TIGRA’s.
Each car had a unique code printed on it which consumers had to send to a shortcode to enter the draw to win the car. Every 2-3 days the code was renewed allowing dedicated consumers to collect multiple participations for the big TIGRA draw.
At the same time, participants were invited to pose with the TIGRA and send their photo via MMS. All photos were posted on www.tigra.gr and users had the opportunity to vote for the Top 10. One lucky winner won a weekend for two to Mykonos with a complementary TIGRA.