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What is Instant-Win

Handbook of Research on Mobile Marketing Management
Instant-win can be considered as one of the promotional tactic in the context of “text and win” m-marketing campaigns. An instant-win mobile campaign invites consumers to send a text message to short code number in order to have the chance of instantly winning various campaign related prizes. When the consumer sends the message, a text message is returned to the consumer, so that consumers instantly learn if they win a prize.
Published in Chapter:
Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns
Süphan NASIR (Istanbul University, Turkey)
Copyright: © 2010 |Pages: 10
DOI: 10.4018/978-1-60566-074-5.ch022
With the increasing growth and sophistication of mobile communications, companies integrate the mobile channel into their marketing communication and campaigns. Companies are able to execute very different and creative mobile marketing campaigns by using a wide range of mobile platforms such as Wireless Application Protocol (WAP), Short Message Service (SMS), and Multimedia Message Service (MMS). The purpose of this chapter is to review and exemplify the concepts, objectives, strategies and promotional tactics associated with mobile marketing campaigns; so that the review of relevant literature and exemplification of mobile marketing campaigns provide an insight into the nature of mobile marketing campaigns.
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