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Cuervo gains record response with i-movo mobile campaign


Tequila brand Cuervo achieved an 80% response rate for a Mexican-themed party with an innovative mobile marketing campaign through i-movo.

Working with PR agency Splendid Communications, mobile marketing company i-movo used a voucher-based SMS system to target the winners of a national competition to win tickets to the Cuervo De Mayo party to celebrate the Mexican National Holiday.

Once winners received the SMS invite they replied with a codeword to get text tickets to present on the door at the event held at Scala nightclub in London.

I-movo also used its voucher-based mobile marketing platform to manage the guest list. On the night, door staff used PDAs to verify the tickets.

The response rate was unprecedented — with 80% of guests turning up — far outpacing the average for DM campaigns.

Kirianne Green, brand manager at Cuervo, said the campaign was a success because it suited the target audience.

“By using text message invitations as part of our campaign, we allowed our target audience to conmmunicate with us in a way that best suited them, which ensured high response rates,” she said.

David Tymm, CEO at i-movo, added: “It’s great to see high-profile brands such as Cuervo tequila choosing to use innovative methods to boost ROI from marketing activity.”

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