The viral game of Tuborg used the power of SMS communication in a collection game. It was a great success and people got really creative to collect as many codes as possible.case_study-iphone-tuborg

By sending in a code SMS, found at the back of the bottle label, Tuborg’s customers could gather points, which later could be exchanged for concert tickets.

When a customer submitted a code by SMS a response was immediately returned, informing the user of the total amount of points he or she had available on their GreenPass account. The customer could check their balance, add new codes or extract points. They also had the possibility to upload photos to their personal account through sending in an MMS from their mobile phone. The concept also included SMS voting possibilities with a real-time result displayed on the GreenPass website.

Customers, who started a GreenPass account ,could also download a free ringtone; Song 2 by Blur, which was the theme song of the ongoing campaign and Tuborg brand on all advertising channels such as TV, radio, web, etc.

LINK Mobility generated 650 000 unique codes for the first phase of the campaign.