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Reese?s runs SMS program to interact with basketball fans

Hershey?s Reese?s candies is using SMS to let sports fans vie for a trip to the upcoming 2013 NCAA Men's Final Four game on their mobile devices.

Reese?s is running a text-to-win promotion as part of a bigger push to interact with sports fans. Hershey's is partnering with the National Collegiate Athletic Association on the Perfect Pick campaign through April 1.

The Hershey line of candies includes Kit Kat, Hershey?s Kisses and chocolates, Ice Breakers and Reese?s products.

"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," said Anna Lingeris, spokeswoman for Reese's, Hershey, PA.

"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," she said.

Sweet spot
Sports fans can text the keyword REESES to the short code 44144 for their chance to be entered to win prizes.

Consumers are then sent back a message to enter their birthday and email address, which is a great way for Hershey?s to build its mobile database with information about its users.

Once players submit their information, they instantly receive a reply to let them know if they have won. Consumers are encouraged to enter daily, which helps remind users to keep texting.

The SMS message also includes a link to Reese?s mobile site where users can learn about the rules of the game.

The Reese?s campaign also includes a Web site that consumers can enter to play on at

Mobile win
SMS has been a staple of mobile marketing initiatives from sports teams because it gives fans a way to interact with games in real time via their devices.

Additionally, SMS is the mobile channel with the largest reach, which helps sports organization include all fans in on marketing efforts.

The Reese?s SMS program is promoted on the company?s Web site, which helps the brand get the word out about the campaign.

By using a sweepstakes, Reese?s is able to tie its mobile initiatives to a reward and makes users more inclined to participate.

Additionally, the program encourages users to enter both via Web and SMS daily for more opportunities to win. Giving users multiple ways to enter the contest is a good way to promote the campaign by grouping digital platforms together.

"Mobile marketing gives The Hershey Company a chance to become more immersed in global technology and offer consumers an additional way to engage with our brands," Ms.  Lingeris said.

"Our philosophy with any mobile marketing campaign is that it must be coupled with strong integrated marketing efforts," she said.

"In this case, the Reese?s 'Perfect Pick' promotion offers the Reese?s brand a chance to leverage the March Madness season through their partnership with the NCAA, the annual Reese?s College All-Star Game and ongoing marketing support."

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York