The promotion hinges on SMS mobile phone technology which campaign creator Damon Gorrie said encouraged an otherwise indifferent consumer group to participate easily and immediately.
"This target group is mainly 18 to 39-year-old males who are not your heaviest users of SMS traditionally in this market," Gorrie said. "But I think it depends on the usage. From person-to-person usage they're not big users of SMS but with promotions 18 to 39 year olds are way into it."
The 'Fully loaded' promotion aims to provide an instant, cheap and easy way to win five Holden V8 utes, each loaded with 50 cases of the Jim Beam & Cola drink.
To participate, consumers are urged to use their mobile phone to send the promoters a message printed on drink packs. Gorrie, who heads up communications agency Communicator, said the response to date proved SMS marketing was now a crucial part of the promotional mix.
"With well over 12 million mobile subscribers in Australia sending over 300 million text messages each month SMS is mainstream now and cannot be ignored by marketers," Gorrie said.
"Its beauty is in its immediacy, simplicity and cheap entry - it grabs the impulse user. In our experience, SMS is getting the highest response rates by far compared to the web, email and 1 900 (phone numbers)."