Global Brands Embracing Text Marketing Advancements
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Mobile marketing is such a versatile and instant platform, one that can be used very creatively to promote a brand. The limit to the mobile marketing is really only the business itself. Global brand leader Heineken provides a perfect case study for the creative use of mobile marketing in a one-day competition they ran at a recent music festival.
A sponsor will display their advertising collateral at an event, but Heineken took it a step further and turned passive marketing into an interactive campaign based around a competition, solely for festival-goers. Guests at the festival were prompted to enter a competition to win a VIP access to backstage areas and the Heineken hospitality tent. The calls to action were across the venue on a wide range of collateral, from age-ID wristbands, to posters, to screens on the sides of the stage. The competition was only valid for the period of the festival, making it a short but effective way to get consumers to connect with the Heineken brand.
Heineken chose an event where they could target a key demographic, young drinking-age people at the festival. By utilising this captive market, Heineken was able to promote their pale ale and encourage consumers to choose their brand over any competitor product.
In addition to the campaign's key aim as a promotional tactic, the mobile marketing competition has the additional benefit of producing a database of target audience mobile numbers that the brand can use for future customer relationship marketing.
Heineken might be a global brand, with a global budget, but the ease of implementation and the low cost of a mobile marketing campaign puts this creative medium in the reach of any business. The technology is as flexible as the business looking to implement it.
Article Source: Articlelogy.com
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