Text Message Marketing Made Easy!

Local Pub Uses Text Voting for their Battle of the Bands

A Battle of the Bands engages audiences

INTRODUCTION:

The Jacksonville Landing, an outside entertainment and shopping center located on the St. John’s river in Jacksonville, Fl, partnered up with a local Contemporary Hits Radio station (WAPE 95.1) to run a Battle of the Bands competition in the summer of 2009. A Mobile Text-to-Vote was utilized during the event to attract a younger audience and engage the audience more fully than during other events.

GOALS:

1. To generate a database to announce the winner and send reminders of other relevant events
2. To allow the crowds to engage with their favorite band
3. To encourage bands to bring out their fans for more votes

METHODOLOGY:

During the 3 rounds of semi-finals, all bands were given a keyword (BAND 1 through BAND 12). The bands were not given their keyword until the night of the event to prevent pre-voting and voting off-site.

During the event, the band’s keyword and shortcode were posted on a large screen at the outside venue. In addition, each band was encouraged to call their keyword to the crowd during the event, in an “American Idol” fashion.

Each bounce back included a mobile coupon to be used at any of the entertainment venues surrounding the stage. The voter could receive a $2 Miller Lite or $2 Pepsi product at any participating bar.

RESULTS:

During the month-long campaign over 3,000 unique fans cast their vote for their favorite band. The strength of this campaign lay in the execution, as the voting numbers far exceeded numbers posted by other venues in similar situations.

Because of the large number of crowds and the large number of cash-only bars, the redemption rate of the coupon has been undetermined, but estimated to be between 20%-30%.

DISCUSSION:

As a venue, the Jacksonville Landing caters to a wide variety of demographics. During this promotion, the Landing was able to focus on a younger generation, the future generation of event-goers.

Also, because of the mobile coupon redemption element, the Landing was able to offer a unique element to a current sponsor. This encouraged the sponsor to continue the sponsorship opportunities during the next year.

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