MobiTV- The Club, New Album Release (Geary Interactive) | MMA Global

MobiTV- The Club, New Album Release (Geary Interactive)

September 25, 2008
MobiTV- The Club, New Album Release )Geary Interactive)
Title: MobiTV – The Club, Nelly album release
Brand: MobiTV- The Club
Category: Mobile Programming
Agency: Geary Interactive
Vendors: Google, RingLeader
Region: U.S.
Timeline: 9/10/2008-10/9/2008

Campaign Overview and Goals
  • MobiTV- The Club collaborated with UMRG and music artist Nelly to allow fans to listen for free to the new album “Brass Knuckles” one week prior to the album release. Fans had access to every track on “Brass Knuckles” on their mobile handsets starting September 9th.
  • The goal was to generate interest in Nelly’s new release and to raise awareness of The Club among mobile content consumers.
  • In conjunction with this release The Club ran a sweepstakes where consumers could enter to win a Grand Prize that includes tickets to the Grammies and $1,000 cash or Nelly Prize Packs featuring CDs and DVDs.
  • MobiTV partnered with digital marketing company Geary Interactive to develop an online and mobile campaign to reach music enthusiasts.  The campaign primarily focused on mobile ads on music sites through Ringleader Digital and mobile search through Google.  In addition Geary supplemented reach and buzz through organic media placements and mentions on web based music blogs and music sections in social media sites.
Campaign Details
  • Fans were able to listen to the album by texting CLUB to 63636.
  • Users can enter the sweepstakes by joining The Club.
  • All text message entrants received a “Welcome to The Club” message with the WAP link.
Campaign Results
  • Traffic peaked at over 50x the traffic before the promotions.
  • Since the launch of the promotion, Grammy Sweepstakes contest has consistently been within the top 5 traffic drivers for The Club.
Campaign Creative