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    Starburst Launches Interactive Promotion

    Teens targeted with text messages.

    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.

    With more than 60 million on-pack impressions, the Starburst Brand More Juice for More Burst contest is the largest short-code, cross-carrier campaign for a consumer product goods company in U.S. history. Using packaging to drive the promotion, the company reports that online daily visits have nearly doubled since its April debut. Text messaging has accounted for 40 percent more traffic than anticipated.

    The Starburst brand first harnessed the power and popularity of text messaging in 2003 with its "Sour Outburst" campaign. The online/text campaign allowed users to send text messages from their computers directly to a friend’s cell phone. This campaign proved so popular it is being continued for its third year.

    Starburst is a product of Masterfoods USA, part of Mars Inc. With more than $5 billion in annual sales, the combined food, snack and pet care businesses are headquartered in Hackettstown, N.J.


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