April 25, 2008
Building Social Communities on Broadway )Gold Mobile)
Company:
Gold Mobile
Brand:
RENT – The Musical
Program Kickoff Date:
December 19, 2007
Agency)s)
Agency of Record – MyBroadway.com
Mobile Solution Provider – A4A Mobile
Mobile Platform Provider – Gold Mobile
Mobile Technology Provider – Telcordia Technologies
Background:
RENT, the hit musical opened their doors in New York City on Broadway in 1996. Flamed by a nationwide tour, the show quickly developed a very dedicated fan base of ‘RENTHeads’ who are fanatical about the show. To better engage their fans and new customers alike, Rent producers developed robust broadband sites, online fan communities, and blogs.
Mobile Objective:
The goal of Rent’s mobile initiative was to continue to build out their existing social communities to increase sales and awareness by leveraging mobile technology to further engage fans and customers. By enlarging their community with the ability to now touch fans anywhere -- anytime, producers looked drive repeat and new ticket sales through new, highly effective mobile marketing channels.
Promotion overview:
• By integrating a mobile touch point into the show’s existing media promotions, RENT was able to introduce and motivate fans to join the new RENT mobile community.
• Through the “opt-in” mechanism in the RENT fan data base, producers launched an SMS promotion with special discount ticket offers. By tracking mobile promotion codes tied to the ticket sales, producers were able to monitor the effectiveness and results of the mobile campaign in real time.
• Because of the initial success, additional SMS campaigns were launched on other sites that included: siteforrent.com, voicesforrent.com, targeted newspapers, email blasts and flyers
Customer Benefits:
• Campaign results showed that RENT fans responded overwhelmingly to the new mobile fan club through the volume of new opt-ins and less than .05% opt-outs -- and continue to do so.
• 5% of the opt-ins to date have responded to the discount incentives and have purchased tickets.
