Staples targets teens with text messages
Paul-Mark Rendon

July 29, 2003- Staples Business Depot is launching a new promotion that hopes dial up substantial sales amongst the back-to-school market.

The "Back2Cool" campaign combines cellphone text messaging with a coupon promotion that gives teens who receive an e-mail message an invitation to send a text message in reply.

A draw later this fall will award prizes including Motorola cellphones, movie passes or a trip to the Staples Centre in Los Angeles.

By entering the contest, students aged 13-18 will receive coupons from the store for special offers on school supplies.

The campaign, developed by Toronto's N5R Inc., is "designed to build brand awareness by appealing to the interests and behaviour of its youthful audience," according to a release from Staples.

Apart from e-mails sent to potential participants, the advertising campaign will also include print, broadcast, transit and cinema ads.

"We believe that wireless text messaging will let us reach this segment more effectively by using a communications channel they embrace," Doug Laphen, vice-president of marketing for Toronto-based Staples Business Depot, stated in a release. Entries can also be made at the contest's Web site, www.back2cool.ca.