Cognac maker Remy Martin ran an integrated marketing campaign to reintroduce its flagship VSOP label to a new generation of drinkers and was able to drive 1,200 SMS opt-ins.

The campaign targeted consumers ages 21-40. Remy?s digital agency ID Society selected Neighborhood America?s MOVO to tie together all of the elements of the campaign with mobile marketing.

?Mobile was an ideal channel for Remy because they wanted to target customers while out and about,? said David Rippetoe, senior product manager at Neighborhood America. ?They used in-venue calls to action to draw people into the campaign promoting special tasting events.

?Mobile offered them high value because of reach and low cost of entry and strengthened brand awareness,? he said. ?They used an SMS/WAP campaign as a way to get people to RSVP to the events. During the day of the event, Remy sent out a broadcast SMS to remind people to attend.?

The Remy Chill Zone campaign promoted new ways of enjoying the traditional drink at over 300 tasting events scheduled in six metropolitan areas across the United States, including New York, Newark, Chicago, Atlanta, Los Angeles and the San Francisco Bay area.

Signage and a virtual display invited consumers to text a keyword to receive a special invitation and be placed on the Remy Chill Zone VIP list at ultra-exclusive nightclubs.

Those who opted-in were given a link to a mobile Web site, built by Neighborhood America.

To follow up, RSVP reminders went out to the VIP?s 3-4 days prior to the event, and allowed them to make reservations for up to two people.

In just three months, the campaign was able to drive 1,200 SMS opt-ins from table-top advertising in just a few venue bars.

The WAP site yielded 1,086 views and 270 visitors.

The tastings in all six metropolitan cities all sold out as a result of the campaign.

The campaign helped Remy build brand loyalty through exclusive offers to the database of consumers, which was built by providing consumers incentives to participate.

?I think the biggest benefit that mobile provides to brands is that the consumer is raising their hand and telling the brand that they want their product or service by opting-in to a campaign whether it is SMS or a mobile banner on a mobile Web site,? Mr. Rippetoe said. 

?One of the bigger issues with brands not being successful in mobile is the lack of integrating a visible or interesting call to action in their overall campaign strategy,? he said. ?Because Remy is a luxury brand with a dedicated following, the agency [ID Society] did a great job with the creative and giving the feel of exclusivity for the events.?