• by Karlene Lukovitz  @KLmarketdaily, February 24, 2014

Dannon is using a text-to-win component for the first time in a mobile campaign tying into the hit "The Lego Movie."

The sweeps campaign, for the brand's new Danimals Greek Yogurt Superstars line, primarily targets Hispanic families.

It offers consumers chances to win a VIP tour of Warner Bros. Studio, tickets to see the film, or autographed movie posters. 

On entering by texting to a supplied short code, consumers also receive a link to download a custom film-themed wallpaper for their phones or computers (shown above).

Mobile and SMS over-index with Hispanic audiences, and reaching consumers while they're in-store, in the yogurt section, with a text-to-win engagement device is designed to cut through the clutter and drive purchase, shopper marketing manager Freddy Mino told Mobile Marketer.

“In a crowded category, it’s important to draw attention to our product innovations and new offerings,” Mino noted.

The contest is being promoted through point-of-purchase signage in a network of southern California stores serving over five million consumers weekly, plus a media buy including radio and print circulars.

Digital agency and retail solutions provider CausePlay created and managed the promotion for Dannon.

Dannon certainly picked a winning tie-in property. "The Lego Movie" ranked #1 at the box office for the third weekend in a row on Feb. 22-23, and has grossed $183 million domestically and $23.1 million overseas to date since it was released on Feb. 7.