For small children, there are few life changes bigger than learning how to use the toilet. It's a time when both tots and their parents can be in need of a little positive reinforcement and a morale boost.
Kimberly-Clark's Pull-Up brand is trying to help, and engender loyalty at the same time, with an ambitious 3-week-old program that uses the mobile phone and points to where mobile marketing may be headed.
The company rolled out the first part of the campaign with on-pack stickers instructing moms to text "potty" or "bigkid" to a short-code to receive their potty-training kit.
The message directs them to a website designed for their phone, with resources to help with the potty-training process. There, moms can sign up to receive a potty-training kit and get information on the second part of the campaign, which launches this week and involves arranging for Disney characters to call parents' phones at a designated time.
When the call comes in, parents are asked to hand the phone to their child so that character can congratulate them on their potty training. The last phase of the program will allow moms to access more Disney voices and messages by entering a proof of purchase.
Wow...I wonder if this works.