The confectionery brand has hired mobile marketing agency Mindmatics to develop a raft of activity based around a mix of SMS and multimedia messages, which will be sent to targeted youth mobile phones in the UK.
Tic Tac has already started an SMS campaign in Germany using the strapline 'Tic Tac and Talk'. The activity offers recipients the chance to win one of 1000 camera phones by texting a shortcode printed on the pack.
The mobile campaign is being run in partnership with T-Mobile and Siemens Mobile and is due to break in the UK next as part of a pan-European roll-out.
The campaign is part of a wider mobile marketing push by parent company Ferrero, whose brands include Kinder, Nutella and Duplo.