Tuesday, July 3, 2007

Case Study - HBO for Entourage

Objective: HBO wanted to raise awareness of the second season of the orginal series "Entourage," by promoting the show's popular catchphrase, "Let's Hug It Out Bitch" (LHIOB).

Solution: HBO's media agency, OMD, contacted Kikucall to craft a campaign to drive traffic to the LHIOB website, and drive consumers to download Entourage-branded mobile content.

In order to achieve the client's goal, Kikucall designed a campaign to promote a series of exclusive "Let's Hug It Out Bitch" ringtones available exclusively at www.LHIOB.com.

  • Kikucall developed an online ringtone interface that was integrated into the www.LHIOB.com website.
  • The interface collected consumer mobile phone information, and sent free LHIOB ringtones directly to consumer mobile phones.
  • Kikucall also sent a text message blast to a targeted list of 50,000 opt-in consumers in New York and Los Angeles. The messages contained a link to a Kikucall-developed WAP site where consumers could download the free LHIOB ringtones.
Results: In the six months following the launch of the campaign, consumers listened to more than 180,600 LHIOB ringtones via the Kikucall web interface, and more than 19,600 LHIOB website visitors requested to download a ringtone. To deliver the ringtone to consumers, Kikucall sent a text message with a WAP link to download the ringtone to consumer mobile phones. More than 15,500 consumers successfully downloaded the LHIOB ringtones from the Kikucall-designed WAP site.

Source: Mobile Marketing Association

Read study here

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