April 25, 2008
Jameson Taps HipCricket to Power St. Patrick’s Day Mobile Marketing Campaign
Revelers seeking the perfectly pithy Irish toast this St. Patrick’s Day didn’t have to look any further than their mobile phone, thanks to Jameson and HipCricket, a mobile marketing company that creates measurable, real-time, one-to-one relationships between brands and consumers.
Company: HipCricket
Brand: Jameson
Objectives
When Jameson, America’s fastest-growing whiskey brand, was looking to drive brand affinity and increase its association with St. Patrick’s Day celebration, the company turned to HipCricket’s mobile marketing platform and creative services as a way to connect with consumers when they were out celebrating.
Solution
Jameson leveraged HipCricket’s platform and mobile marketing expertise to send unique Irish “toasts” via text message to consumers who opted-in to the “Jameson Full-On Irish” Sweepstakes. Jameson’s domestic importer, Pernod Ricard USA, developed the national campaign, built around a sweepstakes featuring five Grand Prize trips to the Old Jameson distillery in Dublin, Ireland. Consumers of legal drinking age were able to opt-in to receive the hourly toasts and enter the sweepstakes by texting IRISH to 80782; revelers at participating bars and restaurants could text JAMESON to 80782. This allowed the brand to see which placement had the greatest call to action.
Results
HipCricket provided their flexible, scalable platform that enabled thousands of Jameson fans to simultaneously receive the hourly toasts. On the back end, HipCricket’s platform enabled Jameson to drill down and analyze the results of their campaign:
· Thousands of participants texted in to receive toasts
· 76% of total participants came from on-premise )key accounts bars and pubs)
· 74% of all initial respondents moved through 1-step Age/State verification
“Working with HipCricket further extends Jameson into consumers’ St. Patrick’s Day celebrations. HipCricket empowered us with the means to very easily implement a mobile campaign that provided us with measurable results,” said Wayne Hartunian, Brand Director for Jameson at Pernod Ricard USA.
