In response to the emergence of mobile technology as a mass-market medium, in late 2005, House of Blues in partnership with Motorola, became interested in offering new and existing customers novel types of interactive campaigns as a means to incentivize and reward its youth demographic. Soapbox Mobile fulfilled the company's needs with a complete, full-service mobile solution using the Soapbox Anywhere platform to power interactive mobile campaigns including triggered and personalized SMS-based quizzes, contests, and alerts. These mobile campaigns were aimed at drawing attention to upcoming music events specific to each of House of Blues' nationwide locations.
Mobile Solution
- Enhance Image: Cutting edge of new media adoption
- Leverage Mobile: Usage for target demographic
- Build Database: Mobile subscribers for follow-up campaigns
- Promotions of promote bands, mobile ticket sales
House of Blues, presently using the Web for consumer interactivity in addition to other more traditional means of marketing, decided to leverage the mobile channel to deepen ints relationship with its existing and new customers. Recognizing mobile as a personal, one-to-one mass market medium that is 'always on', House of Blues tapped Soapbox Mobile to create it mobile campaigns. The Soapbox Anywhere platform provided personalized mobile interaction in addition to a valuable database of mobile users. The House of Blues mobile trivia campaign placed a 'call-to-action' across in-house TV screens and person-to-person street team interaction by means of unique short codes assigned to House of Blues venues across the U.S. The Soapbox Mobile solution empowered House of Blues to track and report, in real-time, the effectiveness of its mobile campaigns for each of its nationwide locations.
Mobile Campaign: Key Features
- Location-based campaign tracking and reporting
- Interactive, 2-way SMS trivia campaign
- Mobile coupon codes: redeem prizes
- Cross-carrier: House of Blues SMS campaign's work across all carriers and handsets in North America
Results
- Build mobile database for future use in promotion and sales
- Unrivaled distribution in leveraging mobile channel and customer reach
- Enhanced image as vanguard of new media and digital entertainment
- Precision ability to track, monitor and report marketing effectiveness in real-time
Source: Mobile Marketing Association
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2 comments:
This is a creative, strategic approach to targeting an exact audience. What a great case study!
Mobile marketing is an effective marketing strategy that business owners are using these days and they achieve and obtain their desired goals.
Milton mobile marketing strategy
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