From the UK, the news of a successful mobile marketing campaign run by Tequila brand Cuervo. According to Netimperative it achieved a surprising 80 percent response rate in a promotion giving away tickets for a night-club party. The call to text was diffused through PR, print and outdoor advertising in London. As Kirianne Green, Brand Manager at Cuervo explains, mobile communication is probably the best way to get in touch with people who like club-music:

Hi Martina

The PR was a bit misleading on this one.

What actually happened was that they ran a competition (with sms entry), with the prize being free tickets to a party in a nightclub. The winners were then notified by sms.

Of the *winners*, 80% turned up to get free entry. This shouldn't really be that surprising, as the winners wanted to go - otherwise they wouldn't have entered in the first place.

So while it was good that the brand/agency included text entry/ticketing, it hardly pushed back any envelopes :-)

Cheers.

Russell
www.mobhappy.com

Posted by: Russell Buckley at September 22, 2005 12:41 PM