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Johnsonville Sausage runs Super Bowl mobile marketing campaign

Johnsonville Sausage, a national brand of brats, Italian sausage, smoked links and breakfast sausage links, is running a text-to-win mobile marketing campaign for this year's Super Bowl.

Air2Web Inc., which specializes in commercialized text messaging, has been selected to power the campaign that will run through Feb. 28. Fans can enter by mailing in an entry form, entering online at or via SMS.

"We're pleased to partner with an icon like Johnsonville -- it's an exciting opportunity for us," said Curtis Rapp, vice president of sales and marketing for Air2Web, Atlanta. "When people think about football, they think of eating brats, so the Super Bowl fits well with their brand.

"They approached us and wanted to partner on a text-to-win campaign," he said. "The strategy from their perspective is to increase awareness of their product during the most congested advertising weekend of the year.

"There's a lot of advertising out there from a lot of different brands during the Super Bowl, and they felt that the mobile channel was an effective way to way to punch through all that noise."

The primary target demographic for the campaign is men from 18 to mid-40s, both casual Super Bowl viewers and football fans.

Fans that enter have the opportunity to win one of three packages sponsored by Johnsonville Sausage and Coleman Outdoor Products.

Super Bowl XLIII will take place in Tampa, FL, on Feb. 1. The Pittsburgh Steelers will take on the Arizona Cardinals for the NFL championship.

The Super Bowl is the most-watched television event of the year, and Johnsonville Sausage is capitalizing on the event's high level of visibility for their first foray into mobile.

To enter, fans can text keywords "football" or "gameday" to short code 48775.

The campaign will result in 10 mobile users winning the grand prize of Coleman Roadtrip packages that include one Gas Grill LXE, two portable deck chairs, one steel-belted cooler, one blender and 12 coupons for Johnsonville products.

Ten first prizes will also be awarded consisting of one soft-sided cooler and 12 Johnsonville coupons.

In addition, 100 second prizes will be awarded consisting of one hard-bottom cooler and four Johnsonville coupons.

No purchase is necessary to enter or win. There is a limit of one entry per day per person.

Official rules are available on the Johnsonville Sausage Web site and in-store at SuperValu retail stores, including Albertson's, Acme, Biggs, Cub Foods, Farm Fresh, Jewel, Shopper's, Shop 'N Save and Shaw's/Star.

Launched in 1999, Air2Web has launched thousands of mobile marketing campaigns and integrated mobile technology into strategic business applications for customer care.

Air2Web is the mobile resource for some of the largest brands in the world, including AT&T, Procter & Gamble Co., The Weather Channel, Starbucks and UPS.

Johnsonville Sausage products are available in 27 countries, including France, Canada, Mexico, Japan, China and the United States. Johnsonville employs 1,300 people.

Founded in 1945 by Ralph F. & Alice Stayer, the company remains privately owned today.

Meanwhile, a comprehensive nationwide consumer support plan for the Super Bowl mobile push includes television ads, online banner ads, ESPN Radio, media tour, freestanding inserts drop and point-of-sale promotion this month and next.

"Johnsonville Sausage has a multichannel approach, with advertising on their Web property and in-stores nationwide, print and radio placements, as well as banners at the Super Bowl with a nice 'Powered by Air2Web' logo," Mr. Rapp said. "It's a well-thought-out campaign with different media and a compelling call to action.

"We're seeing more success with a very specific call to action," he said. "This will also give us some good data to engage in mobile marketing in the future."