“We are now also able to promote our main features to our large customer base, which is a very fast moving market."
Marcus Zenden, Schwartz

Objectives
To offer live interactive customer participation on all drink cans through the UK. Bid-to-win and reverse auction were chosen for this deployment.

Course of Action
Bid-to-win takes participation customer to a new level, enabling Red Bull customers to take an active role in a dynamic real-time auction using their mobile phone as the “back channel”. Each day, high-value and desirable items can be bought for pennies by submitting the lowest unique bid via SMS.

Results
Response rate of 2.4%. Further campaigns are now being planned.