Cusquena Beer SMS competition provides Chilli Marketing with Sainsbury’s customer profiles and contact information.

The Challenge

To promote Cusquena beer to Sainsbury's customers and to capture customer information.

The Solution

SmARTebusiness’s effectively deployed smARTmail and smARTsms to deliver a SMS text message competition that drove customers to a microsite which captured important customer information.

Benefit

Greater understanding of main customer groups and their details for future marketing communications.

Chilli Marketing is a leading marketing company that provides Alcoholic beverages across the UK.  Recently the company has been focusing efforts on promoting Cusquena, a Peruvian beer that is very popular in North America and South America.  Cusquena beer is retailed in up market bars and also is distributed through Sainsbury’s, Tesco’s, Asda and Harvey Nichols.  The company has a youthful culture based on creativity and fun.

As a recent addition to the Sainsbury’s beer selection Chilli Marketing were asked, by Sainsbury’s, to put together a promotion that would increase brand awareness.  Chilli marketing set about creating this promotion and decided that this would be a great opportunity to capture data from the new customers they were gaining through Sainsbury’s.  With new products small changes to branding and packages can make large differences to the amount of sales.  Without a channel of communication between promoters and customers all branding and marketing communication has to rely on guesswork.

Therefore Chilli Marketing needed a competition to would capture customer’s details wherever they were drinking the beer.  Also Chilli Marketing wanted to drive customers to their web site www.cusquena.co.uk so they could develop brand loyalty and introduce new products to existing customers.

Chilli Marketing asked smARTebusiness to develop a digital promotion to capture their customers

The in store packaging introduced a competition which was a chance to win a trip for two to Peru and asked the following question

“Where is Machu Pichu?”

A. Poland

B. Portugal

C. Peru

“Text ‘beer A B or C’ to a shortcode.  All texts cost 50p plus normal network charge.”

Each customer who entered the competition via text message was sent the following text message;

“Thank you for entering the Cusquena competition, to complete your entry please visit www.cusquena.co.uk/competition and enter CUS333.”

The customer then opened up the received web page and entered some personal details about their buying habits and profiling information such as their favourite bar.  This information was fed straight into Cusquena smARTmail database ready to be included in the next newsletter.

All the mobile text messaging was set-up using smARTebusiness’s smARTsms platform.

SmARTsms was chosen because of its high reliability rates, flexibility in user interaction and value for money.

At the end of the competition all entries were graphically displayed to highlight data trends.  Chilli Marketing were able to quickly understand the age group of their target market, where they lived and what kind of person they were from their favourite bar.  Also with each text message entry time recorded, Chilli Marketing were able to see when people tended to open and drink their beer.

SmARTebusiness was able to use its experience in data capture to ensure the highest entry rate into the competition.  This was achieved by designing the form to take the least time to complete, capturing only necessary information and not asking any questions that were likely to deter entry.

After the competition Chilli Marketing are now in the position to make informed decisions based on accurate business data.

For more information about this type of work or smARTebusiness please contact for smARTebusiness sales representative or visit

Digital Marketing Agency - smARTebusiness