Brands

Mobile ticketing campaign at South by Southwest 2009

Background

Leading media, marketing and promotional agency The Gary Group works with top brand names, including Warner Music Group, Universal Music Group, Sony Music Entertainment and many others. The Gary Group called upon Mozes in order to utilize a new marketing channel to promote their client and top retailer, Affliction Clothing.



Challenge

Affliction Clothing was looking for a new way to grow their brand awareness to a broader community. They determined the South by Southwest Music Festival was the perfect event to jumpstart their marketing efforts by tying their brand to relevant bands and the cutting-edge feel of the festival.

Once people arrived at the Affliction event, The Gary Group needed a way to provide paperless tickets to document and track attendees. Mozes' mobile ticketing capabilities were called upon in order to make it easy for people to receive invitations and streamline access into the venue while also providing the Gary Group with a database of attendees.



Objectives

  • Execute mobile ticketing to streamline access into the Affliction-sponsored venue
  • Maximize Affliction's sponsorship value and reach new audiences by extending the Affliction brand to mobile
  • Provide instant mobile alerts and mobile contest offers to new mobile members
  • Build an active mobile audience to build consumer loyalty around the Affliction brand


Solution

The Gary Group created a mobile list letting the public know they could join their mob on Mozes by texting AFFLICTION to 66937. They promoted the AFFLICTION keyword before and during the event via email blasts, ad space during SXSW Music Festival and on-site signage.

By joining the mob, members received the message that would grant them access to the Affliction-sponsored venue. Additionally, mob members received alerts and updates regarding free giveaways, contests and show times during their two-day event, retaining the new community and providing ongoing incentives from Affliction Clothing.

Additionally, Affliction partnered with Gibson on-site and gave away three Gibson Epiphone guitars using Mozes text-to-win technology. Those who wanted a chance to win texted GIBSON to 66937 and joined the Affliction mob, prompting more growth in the new mobile community.



Results

The Gary Group promoted their Mozes keyword and mob initiative for less than a week before SXSW Music Festival. During that time, the agency grew the Affliction mob to over 1,000 mob members. During the event, the Affliction mob grew by an average of 150 mob members per day. Additionally, over 15,000 mobile connections were made with consumers interacting with Affliction's announcements and contest offerings. The Gary Group continues to use their mobile list to send out reminders and offers to their existing mob members, activate their other tour and event sponsorships and extend their brand identity to consumers in new markets.



"
Incorporating Mozes as the mobile messaging and contesting vehicle for our client, Affliction, drove audiences to Affliction's SXSW live music events. The Gary Group strives to partner with marketing leaders and innovators and Mozes is counted amongst this select group. We will continue to call on Mozes as they continue to enhance connectivity-on-the-go for our target audiences."
- Rick Rogers, President, The Gary Group Interactive