July 2007 - November 2007

Artist

Rascal Flatts, People’s Choice Award-winning and Platinum-selling country music band

Background

In 2007, Rascal Flatts used Mozes to generate fan support and increase its fan base during the band’s “Still Feels Good” tour, the biggest country tour in the world. Through the enthusiasm created by reaching out to its Mob (mobile fan club), Rascal Flatts clinched two coveted People’s Choice Awards that year.

Objectives

• Increase awareness around Rascal Flatts’ “Still Feels Good” national tour and album release, which hit #1 on the Billboard top 200 and sold over 500,000 units the first week of its release.
• Build a Rascal Flatts mobile fan base the band could repeatedly reach out to and keep engaged through voice, text and web interaction
• Build fan loyalty and drive band awareness prior to People’s Choice Awards

Solution

Mozes’ trusted brand and comprehensive Mozes Connect offering was the crucial foundation for Rascal Flatts’ interactive marketing campaign. Mozes Connect’s simple web-based tools were used to launch an integrated campaign that included promotions using text, voice, radio mentions and live contact with fans while on tour.

Using the live event features within Mozes Connect, Rascal Flatts built a Mob (mobile fan club) to run a meet-and-greet contest each night of their sold-out “Still Feels Good” tour. Fans opted in to the Mob in order to text comments to large display screens at the concerts, and to enter to win giveaways from the band. During the promotion of the tour, the Rascal Flatts Mozes keyword appeared in radio spots for a chance for fans to text-to-win signed CDs and prize packs. Each fan that interacted with a Rascal Flatts keyword was sent a text message from the band asking them to join the Rascal Flatts Mob to receive exclusive offers and updates from the band directly to their mobile phones.

Voice and web contact through the Mozes service was essential for building awareness and excitement around Rascal Flatts’ People’s Choice Awards nominations. The band created a Mozes voice campaign in order to leave custom voice messages informing fans of the album release and nominations. Fans could call in, join the Rascal Flatts Mob and leave the band a message in return. All text and voice messages were captured online at Mozes.com and on Rascal Flatts’ website and MySpace pages, further promoting the band’s promotional efforts.

Results

Rascal Flatts performed 36 concert dates between July and November 2007. Using Mozes, the band generated an average of over 1,000 new Mob members each night they were on tour. Ultimately, Rascal Flatts gathered over 40,000 Mob members on tour during this timeframe, which helped drive more than 4,000 votes at the People’s Choice Awards where the band won “Favorite Group” and “Favorite Country Song of 2007.”

Rascal Flatts sent and received nearly half a million mobile texts and voice messages from fans interacting with Mozes across a variety of media used in the overall campaign. Due to the enormous success of this campaign, Rascal Flatts continues to use Mozes Connect’s live event features on tour and continues to build their Mob and promote their activities through this offering. Less than a year later, the band has grown their Mob to over 145,000 members.