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Hennessy beefs up mobile database via online widget, in-venue

November 16, 2009

 

By Giselle Tsirulnik

hennessy1Cognac maker Hennessy integrated various mobile initiatives into its Hennessey Artistry music campaign to engage consumers and build a loyal community of fans.

The mobile component was a multi-tiered plan developed by one50one, a mobile partner of Hennessy’s agency of record Alloy. There was an online and mobile widget and a separate in-venue SMS strategy and execution during each concert, which allowed consumers to upgrade to VIP status within the venue, win exclusive signed prizes from music artists, as well as exclusive back stage meet and greets with artists.

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