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Making Brand Interaction Worth theConsumer's Effort

Bob DeSena and those marketing experts at Masterfoods continue to come up with great ideas for getting consumers to interact with their brands, including M&Ms and Starburst. This is clipped from Convenience Store News, and was mentioned in the AAF SmartBrief.

Starburst's "More Juice More Burst" campaign looks to engage teens by using their cell phones to text a unique promotional short code found under specially marked packs of Starburst Fruit Chews.

Using the code J-U-I-C-Y (58429) across any cell phone carrier, and online at starburst.com, users can find out instantly via a return message if they’ve won juiced-up technology prizes like a 42-inch flat-screen TV, i-Pod Photo and more. The campaign runs through Sept. 30, 2005.