Case Study:  Enpocket and Panasonic Charge Up Fans at Jason Mraz Concert Tour<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Panasonic has achieved some astounding response rates with its recent in-concert text-to-win competition.  What better medium than the mobile for targeting a tech-savvy youth market…..

Objective:
Panasonic wanted to target the digital generation when launching its new state-of-the-art Oxyride battery, designed for digital cameras.  To reach college aged consumers throughout the US, Panasonic sponsored the Jason Mraz concert series in fifteen different venues during October and November. 

Overview:
Concert attendees were invited to text the word “POWER” to 69973 (OXYRD) for a chance to win a Panasonic prize package including a digital camera, batteries, and more.  The text-to-win promotion was advertised in each venue on signage, announcements, and flyers.  During 12 of the events, participants received an entry confirmation via text and an opportunity to opt in to future Panasonic mobile promotions.

Results:
The response rates to the Oxyride mobile campaign were as high as 14%.  On average, 6% of concert attendees responded to the call to action.  The high response rates from this campaign are illustrative of the power of the mobile channel for connecting with audiences. 

Panasonic found that the interactive nature of the mobile campaign during the concert was a potent enhancement to the concert sponsorship and an excellent way to reinforce the Oxyride brand.

“We have been very pleased by the response rates to the Oxyride mobile campaign,” said Stefanie Old from Renegade Marketing, Panasonic’s marketing agency.  “Based on the results, we will consider mobile marketing as a component of our future integrated marketing campaigns.”