Motorola Concerts Light Up the House of Blues - Event Marketer

Motorola Concerts Light Up the House of Blues

DB_HouseBluesMotorola_2007 Ex
Brand: MOTOROLA
Agency: OGILVYACTION
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2007

Motorola rocked the House of Blues with a concert series tailor-made for the distinctive target audiences of its RAZR, PEBL and SLVR handsets. The integrated program of online, on-air and on-site executions tuned into the tastes of each group with artists, radio campaigns, pre-show promos and music hall elements for a unique visual and audio connection. Show attendees got to try the hottest new phones and their newest features, like music capabilities, MP3 ringtones and text messaging.

The concerts dangled chances to win nifty prizes from Motorola, seating upgrades and artist meet-and-greets. An SMS sweepstakes awarded a phone every 15 minutes while a customized text-to-screen system posted text messages to the HoB-TV network in real time. The results were a hit: A total of 4,699 people attended with 99 percent participating in text messaging sweepstakes. Motorola made 3,300 face-to-face interactions.

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