Article XML http://mmaglobal.com/modules/article/view.article.php/1933/c1 2008-05-22T12:57:52-01:00 admin at mmaglobal dot com ARTICLE @ XOOPS powered by FeedCreator 2008-04-30T06:00:00-01:00 2008-04-30T06:00:00-01:00 2008-04-30T06:00:00-01:00 http://mmaglobal.com/modules/article/view.article.php/1933/c1 Abbie Weiss

Category: Case Studies<div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">Building Social Communities on Broadway (Gold Mobile)</span></div> <div style="margin: 0in 0in 0pt 0.25in">&nbsp;</div> <div style="margin: 0in 0in 0pt 0.25in"><b><span style="font-size: 8.5pt; color: #7f7f7f">Company:</span></b></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">Gold Mobile</span></div> <div style="margin: 0in 0in 0pt 0.25in">&nbsp;</div> <div style="margin: 0in 0in 0pt 0.25in"><b><span style="font-size: 8.5pt; color: #7f7f7f">Brand:</span></b></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">RENT &ndash; The Musical </span></div> <div style="margin: 0in 0in 0pt 0.25in">&nbsp;</div> <div style="margin: 0in 0in 0pt 0.25in"><b><span style="font-size: 8.5pt; color: #7f7f7f">Program Kickoff Date: </span></b></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">December 19, 2007 </span></div> <div style="margin: 0in 0in 0pt 0.25in">&nbsp;</div> <div style="margin: 0in 0in 0pt 0.25in"><b><span style="font-size: 8.5pt; color: #7f7f7f">Agency(s) </span></b></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">Agency of Record &ndash; MyBroadway.com </span></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">Mobile Solution Provider &ndash; A4A Mobile</span></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">Mobile Platform Provider &ndash; Gold Mobile</span></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">Mobile Technology Provider &ndash; Telcordia Technologies</span></div> <div style="margin: 0in 0in 0pt 0.25in">&nbsp;</div> <div style="margin: 0in 0in 0pt 0.25in"><b><span style="font-size: 8.5pt; color: #7f7f7f">Background:</span></b></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">RENT, the hit musical opened their doors in New York City on Broadway in 1996.&nbsp;Flamed by a nationwide tour, the show quickly developed a very dedicated fan base of &lsquo;RENTHeads&rsquo; who are fanatical about the show. To better engage their fans and new customers alike, Rent producers developed robust broadband sites, online fan communities, and blogs.&nbsp;</span></div> <div style="margin: 0in 0in 0pt 0.25in">&nbsp;</div> <div style="margin: 0in 0in 0pt 0.25in"><b><span style="font-size: 8.5pt; color: #7f7f7f">Mobile Objective:</span></b></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">The goal of Rent&rsquo;s mobile initiative was to continue to build out their existing social communities to increase sales and awareness by leveraging mobile technology to further engage fans and customers. By enlarging their community with the ability to now touch fans anywhere -- anytime, producers looked drive repeat and new ticket sales through new, highly effective mobile marketing channels. </span></div> <div style="margin: 0in 0in 0pt 0.25in">&nbsp;</div> <div style="margin: 0in 0in 0pt 0.25in"><b><span style="font-size: 8.5pt; color: #7f7f7f">Promotion overview:</span></b></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">&bull;&nbsp;&nbsp;&nbsp;&nbsp; By integrating a mobile touch point into the show&rsquo;s existing media promotions, RENT was able to introduce and motivate fans to join the new RENT mobile community.&nbsp;</span></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">&bull;&nbsp;&nbsp;&nbsp;&nbsp; Through the &ldquo;opt-in&rdquo; mechanism in the RENT fan data base, producers launched an SMS promotion with special discount ticket offers. By tracking mobile promotion codes tied to the ticket sales, producers were able to monitor the effectiveness and results of the mobile campaign in real time.&nbsp;</span></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">&bull;&nbsp;&nbsp;&nbsp;&nbsp; Because of the initial success, additional SMS campaigns were launched on&nbsp;other sites that included: siteforrent.com, voicesforrent.com, targeted newspapers, email blasts and flyers </span></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">Customer Benefits:&nbsp;</span></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">&bull;&nbsp;&nbsp;&nbsp;&nbsp; Campaign results showed that RENT fans responded overwhelmingly to the new mobile fan club through the volume of new opt-ins and less than .05% opt-outs -- and continue to do so. </span></div> <div style="margin: 0in 0in 0pt 0.25in"><span style="font-size: 8.5pt; color: #7f7f7f">&bull;&nbsp;&nbsp;&nbsp;&nbsp; 5% of the opt-ins to date have responded to the discount incentives and have purchased tickets.&nbsp;</span></div><br />