Solution:
Doritos partnered with Hipcricket to place a text call to action on its print, TV, radio, outdoor, and online advertising. Consumers were asked what “inNw?” meant (if not now when?). All participants were entered to win prizes and encouraged to go online to opt-in to the Doritos loyalty club.
Results:
Doritos received over 1,000 messages per day and over 60,000 messages in total. 28% of the participants joined the loyalty club.