Svedka breaks mobile campaign featuring QR codes, video, social media
Svedka is running a multifaceted marketing campaign combining QR codes, Twitter, Facebook and mobile video to drive sales of its ?cheap chic? vodka brand.
Svedka and its Canadian distributor, Constellation Co.?s Vincor International, tapped TwittQR technology to extend its television commercial assets into the mobile space as one piece of a larger multichannel advertising launch campaign.
In three steps, the Svedka commercial can be played on a mobile device by using the Twitter application. QR codes are featured on Svedka posters around Toronto, Ontario, and Vancouver, British Columbia, which can be scanned by taking a picture using a mobile device.
Then, by tweeting the photo @SvedkaCanada an automated response with the Svedka commercial will be posted to the user?s twitter account and can be watched on their mobile device. The video can also be re-tweeted and shared easily with the user?s network on Facebook.
TwittQR was developed by SpeakFeel, a mobile marketing agency and product development firm.
Mobile Marketer?s Dan Butcher interviewed Amanda Murphy, brand manager of spirits and refreshments at Vincor International, Toronto. Here is what she had to say:
What is Svedka?s strategy behind the partnership with SpeakFeel and the integration of mobile bar codes and Twitter into its marketing initiatives?
We partnered with SpeakFeel for the Canadian launch of Svedka, the world?s fastest-growing spirit brand, because their leading-edge technology fit really well strategically with Svedka?s futuristic brand positioning, being the No. 1 Vodka of 2033.
SpeakFeel?s proprietary TwittQR platform gave us the luxury of seamlessly tying together QR codes?one of the hottest current digital mobile marketing trends?with the most widely used social media platforms?Facebook and Twitter?in order to help spread our mobile video content with consumers across the country.
What is the mobile video element of the campagin?
The mobile video element of this campaign is Svedka?s television commercial, a big-budget music video that was introduced earlier this year in the U.S.
It?s a ?Soul Train meets the year 2033? future-themed commercial, which was directed by Francis Lawrence, whose credits include Lady Gaga?s ?Bad Romance? video, Britney Spears? ?Circus,? Justin Timberlake?s ?Rock Your Body? and Gwen Stefani?s ?What You Waiting For.?
The Svedka commercial features a cover of the Jackson 5 classic song ?Dancing Machine.?
SpeakFeel developed a mobile site with the integration of TwittQR to allow consumers to not only access the video on their mobile device, but to share the content effortlessly with their social networks on Twitter and Facebook.
What is the target demographic of the TwittQR campaign?
Our target consumer is the 25-44-year-old ?socializer?. This group consumes about one-fourth of all vodka, much of which takes place in bars and restaurants, and more importantly this group drives image and spreads the word on what?s current and what?s hot.
Our focus cities for this campaign were Toronto and Vancouver, both being in the top 20 cities globally for total number of active mobile Twitter users.
Formerly, the uptake of QR codes required lengthy explanations on how to download a QR code reader. The user then had to learn how to use the application, creating a learning curve that is unnecessary.
With the implementation of TwittQR, the mobile Twitter user doesn't have that same learning curve challenges.
It's as simple as tweeting a picture of the QR code @SvedkaCanada and the return Tweet from Svedka includes a link to the mobile video content, as well as relevant and searchable hashtags.
Is Svedka running any ads across the mobile Web or within apps in conjunction with the campaign?
Svedka isn?t running any additional ads across the mobile Web?however, we do have a substantial online and Facebook campaign in market.
The QR codes appear exclusively on posters across Toronto and Vancouver in neighborhoods where our target consumers are likely to be out socializing.
How can adding mobile elements enhance a multichannel marketing campaign?
Adding mobile elements to a multichannel campaign is essential in modern marketing.
The additional channels give consumers the opportunity to spontaneously engage with brands rather than receiving traditional one-way messages from advertisers.
Additionally, mobile social media elements allow consumers to spontaneously engage within their own social networks and to build communities around brands that they can identify with.
What challenges does SpeakFeel address for Svedka?
One of the key elements of integration besides implementing a 360-degree user experience?from real world to mobile and back?was the ability for the user to play an active role in propagating the message across the mobile and social Web without having to download another mobile app or learn another medium.
The use of QR codes via familiar apps like mobile Web, Twitter and Facebook are ideal for these purposes.
SpeakFeel is the sole vendor for this mobile campaign and was founded in 2008 by President Kelly Brooks.
TwittQR is the brainchild of Ms. Brooks and Noel Webb, vice president and chair of SpeakFeel Corp.
TwittQR was developed with the idea of increasing QR code integration into campaigns and empowering users with the means to propagate content through social media.