Diageo has launched a £1m ‘text and win’ promotion for Smirnoff Ice as part of a £4m summer campaign for the brand.
The promotion - in which thousands of Smirnoff Ice branded four-pack fridges are up for grabs, as well as weekend breaks - generates interaction with Uri, the unique main character from the current ad campaign, by encouraging consumers to text and win.
Smirnoff Ice brand manager Jon McCarthy said: “As the number one ready-to-drink brand [ACNielsen Total Trade Report, MAT to January 2005], we are investing heavily to drive the category forward - our biggest campaign since 1999.”
The promotion - in which thousands of Smirnoff Ice branded four-pack fridges are up for grabs, as well as weekend breaks - generates interaction with Uri, the unique main character from the current ad campaign, by encouraging consumers to text and win.
Smirnoff Ice brand manager Jon McCarthy said: “As the number one ready-to-drink brand [ACNielsen Total Trade Report, MAT to January 2005], we are investing heavily to drive the category forward - our biggest campaign since 1999.”
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