Submitted by Mike Grenville on Fri, 06 Feb 2004 20:38

A cross-carrier limerick campaign for Murphy's stout by SMS is is to run across the USA to coincide with St. Patrick's day handled by Enpocket

The 'Take the Murphy's Challenge' campaign will be launched to coincide with St. Patrick's day on 17th March and calls on participants to complete the following limerick:

There is a young barmaid in Cork,
Who loves to serve Murphy's and pork,
When you enter her bar......

The 10 most original conclusions to the limerick that are texted to short code 23000 will be posted on www.starbrandimports.com/murphys_limericks.

The text-in campaign will be publicized on 2,500 posters in liquor stores and 1000 banners in pubs, and printed on 250,000 collector cups that will be distributed on St. Patrick's Day in bars across America.

"St. Patrick's Day is an important period for Murphy's in terms of business and branding. The 'Take the Murphy's Challenge' campaign will awaken the creative spirit amongst those celebrating on St. Patrick's Day and raise interest with the public at large in the run up to 17th March," said Donal O'Sullivan, Marketing Manager, Murphy's.

"Now that mobile phones are so widely used, calls to action via text are without rival for driving response and brand engagement. With short codes increasingly being used alongside or in place of web site addresses, brands can offer an immediate method for customer interaction that makes marketing dollars work far harder," said Jonathan Linner, CEO, Enpocket.

www.enpocket.com

www.murphys.com

www.starbrandimports.com