In an industry first, Enpocket, London Records, Shazam and HMV have teamed up to orchestrate a highly sophisticated mobile marketing campaign to help launch the new Holly Valance single ‘State of Mind’.
The campaign is being advertised via a wide range of print and broadcast media, including Channel 4, MTV and Smash Hits, which will encourage people to text-in to receive a Shazam Songmail. This will allow them to listen to a 30-second clip of ‘State of Mind’ over their mobile phones accompanied by a special voice greeting from Holly herself. The second phase of the promotion allows Valance’s fan base who have texted-in in response to the ads or who have ‘tagged the single’ (using Shazam’s recognition service) to receive a £1 discount off the CD single, redeemable exclusively at HMV UK stores.
When users text-in ‘Holly’ to short code 80118 from a UK mobile phone, they will receive a free automatic text reply on the official release date containing a £1-off text voucher. Users can then redeem this £1 discount at any HMV UK store between 27th October and 1st November (inclusive).
Richard Firminger, Managing Director of Enpocket UK, said: “This collaborative campaign is a great example of how mobile can capture interest where and when it is stimulated by TV or press advertising, engage the customer in a subsequent product trial – reinforcing that interest – and lead them to the point of purchase with a product specific offer. The campaign demonstrates just how potent the use of short codes in other media activity can be.”
Ged Hopkins, HMV Head of Marketing – Promotions, E-Commerce & CRM, adds, “This is the first time we have been involved in a text SMS promotion of this kind, but I am sure there is tremendous potential to develop this activity in future. Such a promotion fits perfectly with our overall trading ethos of giving people the widest possible access to music in whichever format they most require it – whether that’s through our stores, online at hmv.co.uk or, as in this case, via mobile phone technology.”
