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Clorox in-venue mobile campaigns generate 500K contest entries

Clorox-owned KC Masterpiece Barbeque Sauce and Kingsford Charcoal ran a mobile campaign at the Keith Urban World Tour and 530,000 people participated.

Clorox?s agency George P. Johnson integrated mobile into a national promotion to win a backyard barbeque with Keith Urban by incorporating in-venue activities such as text-to-win seat upgrades and calls to action to enter by texting a keyword.

?We worked closely with our activation partner, George P. Johnson and Keith's management at Borman Entertainment, to create a 360-degree marketing plan, including mobile activation with Mozes, to achieve our brand objectives, market the tour and provide added value to fans,? said Andrew McGowan, group manager at Clorox, Oakland, CA.

?We kept fans consistently engaged with our brands by incorporating mobile connectivity at multiple touch points throughout their tour experience,? he said.

Clorox brands, KC Masterpiece Barbecue Sauce and Kingsford Charcoal, were headline sponsors of the Keith Urban 2009 "Escape Together" World Tour, which hit 49 cities across the country this summer.

About half a million consumers entered the national "Me, You & A BBQ" sweepstakes, which was one of the largest Clorox has ever experienced for a promotion of this kind.

Thirty-two percent of unique participants in the collective Keith Urban tour mobile campaigns opted-in to his mobile fan list. 555,000 mobile connections were made throughout the Keith Urban tour across the collective Mozes mobile campaigns he ran while on tour

Clorox provisioned a Keith Urban voice line on the Mozes platform where the artist himself encouraged fans to leave him messages about their favorite summer memories.

There was also an in-venue text to screen, allowing fans to send their personal messages of love and support to Mr. Urban on-screen.

?Mozes helped make this possible with an extremely easy-to-use and effective way to register and send out mobile updates to entrants for the tour's national sweepstakes, as well as connect with consumers on-site in a very personal way via mobile interactivity,? Mr. McGowan said. 

Mobile served to connect Keith Urban fans directly to Clorox brands in an engaging way. The channel was also responsible for increasing participation in the "Me You and BBQ" promotion.

"Mobile activation is a critical piece of our audience acquisition strategy,? said Sloane Scott senior account executive of the entertainment marketing group at George P. Johnson, Auburn Hills, MI. ?It extends the reach of brands and places them directly in the hands of the consumer.

?Through a simple and universal opt-in process, the ability to match keywords with specific tactics and an OD reporting dashboard, we have the ability to identify which tactics are successful (hitting our target audience) and measure them against the overall objectives for the program," she said.  

?The ability to adjust our tactics quickly based on those results is critical.?

Mobile activation will continue to be a strong component of event sponsorships, per Mr. Scott.  He said that Clorox was able to adjust campaigns quickly and improve its response rate by 40 percent.

Through mobile engagement, the music industry is helping to make sponsorships more measurable and meaningful for its brand partners.

The music industry should use mobile to engage fans. The use of mobile is extremely powerful inside the venue.  

The mobile phone at live events is a natural fit for marketers to build email databases, grow their Facebook fan count or otherwise connect with their audience.

?The passion and excitement created by mobile engagement between artist and fan opens up a whole new means for brand sponsors to create truly unique and compelling engagement programs with their targeted consumers,? Ms. Scott said.