The automaker has released a mobile app (Chevy Game Time) for the iOS and Android operating systems that lets fans answer trivia questions and polls in exchange for a shot at winning some prizes, including 20 new Chevy cars. First, users are automatically entered to win a Chevy Camaro convertible by simply registering on the app after it has been downloaded. They are also provided a unique “license plate number.” If a user sees his or her number on one of the Chevy ads during the Super Bowl, they win that featured car. Additional rewards offered on the app include promotions and deals from companies like Papa John’s, Motorola and Bridgestone. The app is free to download.

I’m looking forward to seeing the results after the big game!

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Mike’s Hard Lemonade is launching a Halloween promotion including a Facebook application where consumers can “zombify” photos and share them on their page.

The “Keep the Party Screaming” campaign — conceived and created by AgencyNet, Mike’s Hard Lemonade digital agency of record — is the latest effort in a program to encourage consumers to think of the flavored malt beverage for year-round occasions, not just for summertime consumption.

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Marketers
Southwest Airlines, Dallas
Entercom’s WEEI Sports Radio Network, Boston

Agency or marketing services firm
Vibes Media, Chicago

Campaign/program name
Southwest NBA Finals Getaway Text-2-Win Contest

Target audience
Fans of the National Basketball Association’s Boston Celtics

Call-to-action
Win a flyway trip to the NBA Finals in Los Angeles, including a pair of tickets to a 2010 NBA Finals game, roundtrip airfare and hotel accommodations.

Text-in to stay in the know regarding the Pittsburgh Penguins

Common short code and keywords used
Text FINALS to 850850

Bounce-back message
“WEEI: Thanks for entering the Southwest Airlines LA giveaway! We will contact winner of the contest. Good luck! Message & data rates may apply. Text HELP 4 help”

Tactics
WEEI partnered with Southwest Airlines to give Celtics fans an opportunity to win a trip for two to the NBA finals in Los Angeles.

Leading up to the giveaway, WEEI promoted the contest heavily through a number of promotional vehicles, including on-air promos, live talent reads, station newsletters, social media and Web site exposure.

Listeners tuned into the Dennis & Callahan Show, WEEI’s morning show, on Friday, June 4, to get a special SMS keyword—“Finals”—and then had 10 minutes to text it in to WEEI’s short code, 850850.

After 10 minutes, WEEI received 10,154 total entries for this text-to-win contest.

Results
10,154 total entries and 4,220 unique entries

Strategy quote
“Both WEEI and Southwest Airlines were amazed and thrilled at the response from the listeners,” said Carlson Mozdiez, digital content manager for WEEI at Entercom, Boston. “The campaign provided Southwest Airlines measureable results instantaneously on the reach of their branding.

“WEEI enjoyed a spike in our listenership and established valuable appointment listening through the extensive pre-promotion,” he said.

“This particular case study exemplifies a truly successful interactive campaign that leveraged the station’s promotional assets and text-message platform to reach thousands of consumers in a very short amount of time.”

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The program let people send samples to friends and family via Kleenex.com and through signups at more than 900 participating retailers in the U.S. and Canada. They could also send virtual Kleenex tissues to Facebook friends, but the million were all actual tissue packs, said Amy Popp, Kleenex brand manager.

“We set out to retake softness superiority in the category,” Mr. Smith said. “So we developed a program behind the claim that Kleenex is America’s softest tissue. … We essentially enabled 1 million consumers to become ambassadors for the brand.”

Kleenex promoted the social sampling via TV, print, digital and social media advertising from WPP’s JWT andmedia shop Mindshare, both New York. TV and digital ads appeared to produce the most activity, Ms. Popp said.

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