HIGH SCHOOL ENGAGEMENT
OVERVIEW
Tribal Brands worked with Verizon to expand its multi-year strategy to drive sales and customer engagement by offering consumers original, exclusive content and special events. Consumers were offered a chance to win a private performance by Taylor Swift at their high school, all by using their Verizon mobile phones and FiOS. Taylor Swift used Tribal Brands’ Mobile Recording Studio as her creative playground, creating content on site that was made available exclusively to Verizon customers.
RESULTS
- During the five-week program, 3,950 high schools were entered into the contest, totaling nearly 300,000 entries.
- Almost 70 percent of the entries came from Verizon mobile phones and the TXT2VOTE short code.
- Bishop Ireton High School in Alexandria, Virginia, was the winner, with 23,017 entries.
- The contest and campaign reached an audience of more than 15 million people and had a media value of nearly $1.3 million.
- Key media highlights included Dateline, Access Hollywood, the Washington Post, the Los Angeles Times, the Country Music Channel, and more.
- During the contest period, the microsite had more than 150,000 visits from more than 100,000 unique IP addresses, resulting in more than a million page views.
- Total content requests from the short code totaled almost 9,200.
STRATEGY
To enter the contest, Taylor Swift fans were asked to TXT2VOTE or go online to vote for their high school. In return for each vote, fans were offered content from Taylor Swift, which they could receive on their mobile phones or download to their computer. Students with the highest number of qualified entries via text or online won a private Taylor Swift concert at their high school. Teen consumers were reached through multiple channels.- A custom microsite
- Social networking and media tags
- An artist website and fan messaging
- Branded website extensions
- Targeted fan and artist blogs
- A targeted MMS newsletter
Taylor Swift used the Mobile Recording Studio to record a cover version of Tom Petty’s “American Girl” during one of her tours, which was delivered to fans using V CAST.
