September 2007 – May 2008

Artist

Teddy Geiger, top-selling songwriter and multi-talented musician and actor, Columbia Records.

Background

Teddy Geiger released his debut album, Underage Thinking, in March 2006 on Columbia Records. The release reached as high as #8 on the US Billboard charts, selling over 360,000 units. Since then, Teddy has been working on his second studio album and shooting a feature film, both of which are set to be released early Fall of 2008. This “off cycle” time, as it is known in the music industry, left a lull in the marketing and promotional activity that is traditionally spearheaded by an artist’s record label. Together with his management company, Stealth Entertainment, Teddy recognized this downtime as an opportunity to deepen his connection with existing fans (also known as Tedheads) while building a network of new fans, which would be eager to see and hear his new material. Having learned from Columbia executives about the Mozes service for interacting with fans and driving commercial opportunities through mobile devices, Teddy and Stealth selected Mozes to create and launch an edgy, engaging and fun mobile campaign that would connect him with his fans and generate revenue opportunities in the run-up to the new releases.

Objectives

• Keep the Tedhead fan base connected to Teddy Geiger
• Generate excitement for the upcoming studio album and feature film releases
• Interact on an ongoing basis with fans through contests, promotions and giveaways
• Extend the artist’s influence with goodwill efforts such as support-the-troops voice messages
• Create new revenue opportunities

Solution

Beginning in September 2007, Teddy Geiger and Stealth used Mozes to create an ongoing campaign that would help Teddy reach his fans throughout the remainder of 2007 and into 2008. In September, Teddy jumpstarted his Mozes mobile campaign by blasting a free, exclusive mobile wallpaper to his 6000+ Mob members (mobile fans), who had opted in and provided their contact details to Stealth throughout the year. The campaign gathered steam as Teddy used call outs during his six-stop intimate-venue acoustic tour of the Northeast to add Mob members throughout the Fall. In December, he contributed to Mozes’ troops campaign where artists asked their fans to leave messages of support for soldiers in the U.S. armed forces, generating nearly 5000 calls and over 7500 minutes of praise, support and holiday greetings for men and women in uniform.

In February, Teddy kicked off his Mozes voice campaign with the “Month of Love” contest where his fans were prompted to leave him messages describing their dream date with the young heartthrob; the winner received a call from Teddy himself. This was followed by “The Leak” campaign in March where, for two short weeks, Teddy released “March,” a song from his highly anticipated album The March. Fans who called in and joined his Mob got a chance to hear his song before anybody else. This resulted in 1650 new Mob members and led one of his Mob members to post “March” on YouTube, where it garnered another 1900 views.

This spring, Teddy continues to leverage the integrated voice, text and web capabilities of the Mozes service by offering “Tedshirt” and “Teddytone” giveaways, where particular Mob members are given the opportunity to join a special list to receive special “Teddy Texts Me” t-shirt, or follow a video scavenger hunt (www.mozes.com/teddy/secretvideo) to download an exclusive ringtone.

As the launch dates for Teddy’s second album and first feature film approach, the artist’s mobile marketing efforts will be backed up by a complete overhaul of teddygeiger.com and an interactive campaign to let fans join the online fan community to choose the songs that will be included on the new album.

Results

Since kicking off a mobile marketing strategy with Mozes in September 2007, Teddy Geiger has received texts from over 14,000 unique cell phones; the campaigns have led to 5000 new members joining his Mob of fans. Teddy’s video blogs are rarely online for more than a few hours before they’ve received hundreds of views and dozens of enthusiastic comments from his fans, indicating that the Mozes service has effectively helped keep Teddy connected to his fans, even during the downtime between albums.