Objectives

• Connect Keith Urban fans directly to Clorox brands
• Audience engagement
• Increase participation in national "Me, You and a BBQ" promotion

Solution

Clorox agency George P. Johnson integrated mobile into a national promotion to win a backyard BBQ with Keith Urban by incorporating in-venue activities such as text-to-win seat upgrades and calls to action to enter by texting their keyword. Fans could also call Keith's voiceline to leave messages.

Results

• Over 32% of participants in collective tour campaigns opted in to mobile fan list
• Total mobile activity of over 300,000
• 6% opt-in to ongoing brand promotions
• Nearly half a million entries into the contest
• "Largest they'd ever experienced for a contest of this kind"