Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Nuts & Bolts - Case Study : Mobile-Social Campaign Honors Band's Fans

March 2012 By Heather Fletcher
Get the Flash Player to see this rotator.
 


Challenge: Capture data on "superfans."
Solution:
Introduce a mobile social network to the marketing mix.

Fans of Honor Society couldn't have gotten a better deal. Concertgoers who checked in on a mobile application got the ultimate offer from the Los Angeles-based band of New Yorkers—the musicians themselves.

The first five audience members to check in at each performance using Flowd, a Finland-based mobile social network for music lovers, got a "coupon" entitling them to meet the band. Between the Nov. 26 gig in Orlando, Fla., that launched the 18-date Rock the Red Kettle Tour, and the final concert on Dec. 18 in Hollywood, Honor Society gathered a nearly 600-strong following of "superfans." The indie rock fans came early to check in, representing about 14 percent of each concert's audience, and sometimes more than 20 percent.

While this number may seem low, Honor Society Bassist Andrew Lee says it's a great showing for a three-week tour and means a lot to the band. As his band gains popularity, it's getting harder and harder to maintain a meaningful face-to-face relationship with fans, and Lee thinks this mobile tool helped the band do just that.

"Fans require a lot more attention," he says. "And they want more personal interaction—whether it be in person, or if you can't be there in person, they want to hear your voice on Twitter. Or they want to see your posts on Facebook. They want to know you're out there and they want to be engaged by you. And so, one of the goals with Flowd was to just more easily engage the fans, especially while we're on tour, both electronically—obviously, through the posts that we put on Flowd—but then giving the fans the opportunity to check in. ... So we got to take the interactivity electronically, and then pull it over into actual personal interactivity when the fans come to shows."

For the band, which has 131,827 Facebook page likes and 130,269 Twitter followers as of presstime, social media networks are extremely important ways to have one-to-one relationships with its fans. Lee says each musician even has his own Twitter account. His, @IAMtheCOMMODORE, has 38,335 followers.

Results
  • 600 check-ins in 3 weeks
  • 14% to 20% of audiences checked in
  • 5 “superfans” chosen (fairly) to meet the band
 

SPONSORED CONTENT

MORE ON MOBILE >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

SPONSORED CONTENT

MORE ON SOCIAL MEDIA >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: