This document discusses a mobile marketing campaign conducted by Inalambria for Texaco in Colombia. The campaign involved customers receiving PIN codes with their gas purchase that could be texted to enter a prize draw. This helped increase Texaco's sales and brand awareness in a new digital channel. Though initially concerned, Texaco was pleased with the results and expanded the program to multiple countries in Latin America between 2008-2011, reaching millions of users. The campaign provided a cost-effective way to interact with customers and collect valuable data on consumption behaviors.

1. The Texaco Case By
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2. INALAMBRIA
Inalambria is a Colombian company that has focused on exploiting
the potential of mobile phones as an integrated communication
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channel for the last 8 years
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3. THE CASE
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4. THE CASE
THE IDEA
STEP 1. Clients buy gas at their station.
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5. THE CASE
THE IDEA
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STEP 2. Customers are given a coupon with a PIN
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6. THE CASE
THE IDEA
STEP 3. PIN sent as a text message. Reply message explaining the benefits of the product
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7. THE CASE
THE IDEA
STEP 4. Prize Draw
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8. THE CASE
CONCERNS OF THE BRAND
+ Texaco is one of the Top 15 companies in the world
+ It is a very conservative company in terms of decision making
+ It is used to investing in traditional media… not in new digital
channels
+ The company had never made region-wide promotions or any
marketing campaigns using new digital channels.
+ Colombia is a developing country. Is it ready?
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9. THE CASE
1. Sales increased
2. Surprising results in the evaluation of Techron’s Top Of Mind
3. It brought the brand closer to its users
4. It brought the brand closer to the dealers
5. Evaluation of consumption behavior
6. A database was built
RESULTS
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10. THE CASE
2011
Colombia
Puerto Rico
Dominican Republic
Jamaica
Caiman Islands
Bahamas
Barbados
2008
Panama
El Salvador
Colombia Guatemala
Nicaragua
REGIONAL SCALING-UP
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11. THE CASE
+ Millions users interacting with the brand
+ Millions of registrations
+ In several countries, for a good part of the population, this has been their first
approach and interaction with new technologies
+ There was an increase in sales and market-share participation in every country
+ This promotion is a continuous marketing study for the brand
+ Being a product that smells bad, the consumption of which is considered an expense
and which benefits a brand from an oil multinational, none of which is naturally seen in a
good light by the population, this promotion brings the brand closer to the clients.
2008 to 2011
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12. WHAT IS BIGPROMO ?
Marketing
Research DATA ANALYSIS
CUSTOMER SOCIAL PRIZE
Follow-up
MONITORING SERVICE NETWORKS DRAWS
Platform REDEEMING
REDENCIO
Interaction
N
Media
Clients
Product
with code
BRAND’S GOALS
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