Unilever's Shield Deodorant Launches Marketing Campaign, Offers Free Mobile Calls In South Africa

Unilever's Shield brand of deodorant launched a marketing campaign which offered consumers free mobile phone calls in South Africa. Promoted through ads on Facebook and local mobile social network Mxit, the campaign included a callback, an audio advertising, and a coupon offer. Using the Unstructured Supplementary Service Data technology, the promo allowed consumers to use various services using short codes. During its first hour, the campaign saw 300 calls, which rose to 5,000 calls within a few hours.