Tuesday, June 19, 2007

Case Study - Stolichnaya

Reinforce brand loyalty by engaging Stolichnaya enthusiasts. Generate awareness of new products and promotions using cross-mobile media. Leverage SMS and PDA to connect with qualified consumers at key lifestyle moments

Zingy launched the "Stoli Insider" SMS program, with a Zingy-hosted opt-in on Stoli.com and via the shortcode STOLI. The nearly year-long program offered consumers new product updates like the launch of AStoli Blueberi, timely alerts such as July 4th party recipes and raised awareness of promotions like the "Create your own signature cocktail" contest.

Zingy launched the "Genuine Russian Vodka" brand campaign by incorporating Stoli as exclusive sponsor of the Vindigo City Guide on PDAs for the month of July. Stoli 'owned' the PDA city guide, with no other brand appearing, and used this format to reach 21+ influential lifestyle enthusiasts at point of purchase. The sponsorship served as a key point-of-sale brand reminder, while also promoting the SMS program. Email and calendar opt-ins further engaged consumers by enabling them to sign up for exclusive brand info.

The "Stoli Insider" SMS program has generated a higher than expected number of opt-ins. Another clear indicator of success is the extremely low opt-out rate throughout the 9 month program. Consumers found value in being a brand "Insider" and want to continue to receive text messages from Stoli.

The Vindigo City Guide sponsorship generated strong interest in the Stoli brand, with tap-through rates as high as 1.60% and consistently high email opt-in rates, which generated valuable leads.

According to Adam Rosen, Senior Brand Manager, Stolichnaya Vodka, at Pernod Ricard USA, "Mobile presents for us the unique opportunity to effectively reach our consumers at appropriate times, which is key. This was our first mobile initiative and, as a brand that's about being genuine and authentic, it was critical to partner with a company with a lot of integrity and insight. Zingy delivered a successful program; they made it easy and turnkey, guiding us throughout the process."

Source: Mobile Marketing Association

Read full study here

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