The campaign, developed and managed by wireless and interactive agency Communicator, includes an instant win element, database, inbound entries and responses, unique code verification and error message reporting.
Damon Gorrie, Communicator managing director, said the instant win game required consumers to enter a unique code found inside the beer pack carton and their name via SMS or the internet. Gorrie added that with more than 12 million mobile subscribers in Australia, SMS was the "cheapest of all entry mechanics".
