~ uses i-movo mobile marketing platform to manage Cuervo De Mayo celebrations ~

Cuervo, the world’s leading tequila, achieved an unprecedented 80% response rate to a mobile marketing campaign for their Cuervo De Mayo celebrations.

The company used i-movo’s secure voucher-based mobile marketing platform to manage the guest list for a party at London’s famous Scala night-club to mark Mexican National Holiday, Cinco De Mayo.

In conjunction with Splendid Communications, Cuervo tequila invited consumers to enter the draw for tickets through a national PR campaign, London print and outdoor advertising and a radio promotion on London station XFM. Consumers were invited to text Cuervo plus their date of birth to a designated number. Their date of birth was required as the event was only open to adults of LPA and over.

The winning entrants received an invitation by SMS which they replied to with a codeword to receive a unique numbered text ticket to present on the door. On the night door staff used PDAs to verify the text tickets.

“i-movo enabled us to tap into the SMS phenomenon to supplement traditional marketing tactics,” said Kirianne Green, Brand Manager at Cuervo.

“By using text message invitations as part of our campaign we allowed our target audience to communicate with us in a way that best suited them, which ensured impressively high response rates.”

“It’s great to see high profile brands such as Cuervo tequila choosing to use innovative methods to boost ROI from marketing activity,” continued David Tymm, CEO at i-movo.
“The target invitees to the Cuervo de Mayo event were part of a generation of consumers who rely on mobile phones to organise their lives. By deploying a voucher-based SMS system, the invitation appealed to exactly the right target audience.

“Text invites helped us to closely manage the guest list with minimum effort ahead of the event”, added Paula Fisher, Senior Account Manager at Splendid Communications. “Incorporating this dynamic, low cost method into the communications mix lead to greatly improved efficiency, allowing us to focus on making the party go off with a bang.”

Published on: 12:00AM on 21st September 2005