The Wise Marketer
The tequila brand Cuervo has achieved a very satisfying 80% response rate to a mobile marketing campaign for its ‘Cuervo De Mayo’ holiday celebrations in the UK, using targeted text messages aimed at young adults.
The company used a secure voucher-based mobile marketing platform provided by i-movo to manage the guest list for a party at London’s famous Scala night-club, to mark the Mexican National Holiday, ‘Cinco De Mayo’.
With assistance from Splendid Communications, Cuervo tequila invited consumers to enter a prize draw for tickets through a national marketing campaign (including print, outdoor media, and radio broadcasts).
Consumers were simply asked to text the word ‘Cuervo’ and their date of birth to a special SMS number. (The date of birth was needed to ensure that the event was only attended by those who could legally buy and drink alcohol.) Winning entrants received an invitation, again by SMS text message, which they replied to with a codeword to receive a unique numbered text ticket. On the night of the part, staff at the door could then use PDAs to verify that the text tickets presented were valid.
The target invitees are part of a generation of consumers that relies on mobile phones to organise daily life and, by employing a voucher-based SMS system, the invitation appealed to exactly the right target audience. Kirianne Green, brand manager for Cuervo, said: “By using text message invitations as part of our campaign we allowed our target audience to communicate with us in a way that best suited them.” David Tymm, CEO for i-movo, added: “It’s good to see high profile brands using such innovative methods to boost ROI from their marketing activities.”