Cognac maker Hennessy integrated various mobile initiatives into its Hennessey Artistry music campaign to engage consumers and build a loyal community of fans.
“We were very pleased with the Hennessy Artistry experience as a whole and even more so with the way we were able to use and engage consumers via their mobile devices,” said Billy Paretti, vice president of experiential marketing at Moet Hennessy, New York. “We not only used mobile to engage our consumers pre-event but also activated contests and rewarded consumers during the actual shows.
Consumers could view, and download exclusive backstage and concert footage of historic collaboration performances by The Roots, Common, Boyz II Men, Big Daddy Kane and Q-tip directly to their mobile phones.
"The mobile campaign was core to the luxury brand’s desire to highlight and communicate its stronghold on the art of blending music, art, fashion, and event experiences"
The key?
...the SMS mobile call to action (text HENNESSEY to 56102), which was highlighted in print ads, point of sale collateral, a major social media blogging effort, as well as opting-in via the online widget which was placed on all the partner radio station Web sites in Chicago, Atlanta, Los Angeles, Houston and New York.
You can do it too
Your Mobile Fan Club offers your fans much more than just alerts: They can get content for their phones, tweet about you, join raffles and votes, buy stuff from you and much much more.
What do you need to do? promote, promote, promote your keyword+shortcode. Shout out during your gig, on your website, Facebook, MySpace, posters and anywhere else.
Your fans will thank you!
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