‘Texting’ to change the raffle business

After revolutionizing how people keep in touch, text messaging is about to radically change how companies hold their raffles.

A new company, Buy N Text Corp., is launching what it calls "the country’s first large-scale text-based raffle promo" through a tie-up with Smart Communications.

From Feb. 10 to May 1, three raffles will be conducted every week – Monday, Wednesday, Friday – each one offering a P1-million prize.

Buy N Text is obviously riding on the enormous popularity of text messaging among the country’s 14 million or so mobile phone users. But it’s not just a fad.

The company thinks text messaging is the wave of the future for the raffle business. Wireless digital communications makes it possible for such raffles to be run more efficiently – to the benefit of both participating companies and consumers.

"We see the raffle industry migrating toward SMS (Short Messaging Service). We expect consumer responses to be higher with our text-based raffle promo compared to the traditional raffle," says Arthur Policarpio, chief operating officer of Buy N Text.

Like other raffles, consumers participate in the Buy N Text promo by first purchasing products of participating companies.

But unlike conventional raffles, those who join Buy N Text raffles don’t have to fill out entry forms and/or mail wrappers and labels or put these into drop boxes in stores and other designated places.

All they need to do is look for the BNT logo and code – which consists of a series of letters and numbers – on the wrapper or label of the products of participating companies. Then, they send the BNT code via a text message to a designated number – 399.

The initial list of participating companies include leading consumer firms such as Heinz-UFC Corp., Kimberly-Clark Phils. Inc., Procter & Gamble Phils., Purefoods-Hormel Corp. and Southeast Asia Foods Inc. More big name companies (such as Bayer which will join by March) are expected to participate.

To join, Smart and Talk N Text subscribers need to register by keying in REG space <BNT code of a participating product> space <complete name of consumer> space <gender> space <complete address> space <birthday> and sending the information to 399. To send the succeeding raffle entries, simply key in the <BNT code> and send to 399. Text messages sent will cost P2.50.

"With wireless technologies, electronic raffle promos are now more efficient than the traditional raffle promos," says Edgardo Bautista, Smart’s product development head.

There are obvious benefits for consumers.

"Consumers need not spend on P5 stamps for posting or spend time going out to drop their entries at the nearest drop centers. They can send entries anytime, anywhere," says Policarpio. "It is simply easier, faster and more convenient for them."

Policarpio adds that with a text-based raffle, subscribers receive a text message confirming receipt of their raffle entry. Users may also find out how many raffle entries they have earned by keying in BNT ENTRIES and sending it to 399. In cases of lost mobile phones or changes in registration information, consumers need to call the 24-hour hotline (02) 746-1129.

He stresses that consumers must keep the product wrapper with the BNT code, or the BNT coupon. Without this, they will be unable to claim their prize, Policarpio says.

For the organizers of these raffles, there is no need to maintain a network of drop boxes all over the country, no need to periodically collect entries, sort them out and bring them all together for the draws.

The thrice-weekly draws are done using computer programs that select the winning entries in a genuinely random process. A representative from the Department of Trade and Industry, which approved the promo, will be present during the raffle draws.

Winners will be announced on TV and radio and in print feature articles and advertisements.

Below is the list of sponsor-companies and their products:

Kimberly-Clark Phils. Inc.

• Kimbies Diaper – all sizes and variants

• Huggies Diaper – all sizes and variants

• Kleenex Tissue – all sizes and variants

• Joy Bathroom Tissue – all sizes and variants

• Ace Bathroom Tissue – all sizes and variants

• Empress Paper Napkins – all sizes and variants

• Kotex Pads – all sizes and variants

• Newtex Feminine Pads – all sizes and variants

• Purity Cotton – all sizes and variants

Purefoods-Hormel Corp.

• Purefoods Corned Beef

• Purefoods Luncheon Meet

• Purefoods Tender Juicy Hotdog

Procter & Gamble

• Ariel – 160 grams pouch and 400 grams pouch

• Zest Bath soap – 90 and 120 grams of all variants

• Rejoice Rich – 100 and 200 ml bottles

• Rejoice Complete – 100 and 200 ml bottles

Heinz-UFC Corp.

• UFC Banaba Catsup – all sizes

• UFC Tomato Catsup – all sizes

• UFC Sweet Chili Sauce – all sizes

• UFC Hot Sauce – all sizes