Hershey’s Reese’s candies used SMS to let sports fans vie for a chance to win a trip to the upcoming NCAA Men's Final Four game.

 

Reese’s ran a text-to-win promotion as part of a bigger push to interact with sports fans.

Sports fans were encouraged to text the keyword REESES to the short code 44144 for a chance to be entered to win prizes.

 

From there, users were sent back a message to enter their birthday and email address.

Additionally, the SMS message also included a link to Reese’s mobile site where users could learn about the rules of the game.

 

The campaign helped Reese’s start a dialogue with users and then continue it by sending more relevant SMS messages.