Client: Black Box Label
Project: Urban Summer Jam Mobile Club
Solution: RedDirect
Launched: November 2006
Campaign length: 3 Weeks
Background:
As part of the launch of the first Urban Summer Jam concert in New Zealand, Black Box Label wanted to generate awareness of the concert – particularly the star attraction, rapper DMX from the United States.
As well as generating awareness for the star-studded concert, Black Box Label wanted to create a database of people interested in joining a mobile club and finding out more about upcoming hip hop events.
Objectives:
- Raise awareness of the Urban Summer Jam concert and potentially increase ticket sales.
- Create a database of names, ages and e-mail addresses for future hip hop events.
Promotion of Campaign:
- Website
- Newspaper
- Radio
- Posters
How it worked:
- Users were asked to txt in the keyword JAM through to the short-code.
- They were then asked to send through their name, age and e-mail address to become part of the Urban Summer Jam Mobile Club.
Results:
- The Urban Summer Jam concert was a great success and provided great entertainment for concert goers.
- Although only advertised 3 weeks before the concert, Black Box Label managed to get over 750 people registering for the Urban Summer Jam Mobile Club. Creating a valuable database for which to target for future events.
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