Submitted by Mike Grenville on Mon, 26 Apr 2004 22:18

The cinema release a children’s movie called ‘TOOTH’ about a feisty tooth fairy is supported by an SMS text-and-win promotion

The fairy empties all of the money out of the fairytopia bank, and then needs to get it back again to avoid Christmas, Easter and all the other holidays being cancelled!

Devised by 12snap, the text-and-win promotion is being supported with an advertising campaign in numerous children’s comics, including Smash Hits, Rugrats, Art Attack, Disney’s Explorer, Looney Tunes and Girl Talk.

Every young entrant wins a free download of the movie’s logo for their (or their parent’s!) mobile plus the chance to win a private screening for 100 family and friends at Pinewood Studios where the movie was made, with guest stars in attendance.

12snap provided the concept and technical support for the promotion on behalf of film producers Archangel Film and Redbus (makers of ‘Bend it like Beckham’). 12snap also negotiated sponsorship with Procter & Gamble’s Crest toothpaste brand, and created and placed the media advertising.

www.12snap.com

The Movie website

www.redbus.co.uk