Kylie Minogue
Creating a connection between Kylie, her fans and the concert sponsors.
Market Sector: Social Marketing
Product: Mobile Studio
Solution:Campaign Manager
BRIEF:
Kylie Minogue concert sponsors Yellow Glen and their Marketing Agency wanted to enhance fan interaction during the concert.
SOLUTION:
Fans could take pictures of themselves with the Yellow Glen Boys. These could then be sent via MMS to a short code. Photos were then displayed on the Facebook fan page with the winners of the best photo being voted for by viewers, Sonic deployed their Mobile Studio application to receive the MMS and send it straight on to the website.
Campaign Manager was then deployed to communicate with all entrants via SMS.
RESULT:
Enhanced audience participation and involvement in the show gave Yellow Glen a database of people to market to. A great early use of social media for the agency.
