I came across one of my favorite examples of well-executed mobile marketing last week in Switzerland. Coke was running a sweepstakes to win tickets to UEFA Euro2008. Tickets were being given away every 90 minutes thereby encouraging more purchases of Coke products. (A Coke in Switzerland, by the way, costs more than a ticket to a soccer game in the US, but, hey the Euro 2008 is special – this is the best there is between World Cup's). And my favorite part, they know at what time of the day their products are being consumed because the codes are under the caps. The frequency of give-away's encourages consumers to text in immediately to enter. Well done on many fronts. Hard to see on the label, but it also explains the cost per message.
Promotion on Coke Zero bottle in Switzerland