Sony BMG Mobile Marketing Case Study:

Club Texting - Case Study
Sony BMG - Boys Like Girls

 

Objectives:
Boys Like Girls is a four-piece rock band from Boston, Massachusetts. The group completed nationwide tours with Cute Is What We Aim For, Hit the Lights and Butch Walker and topped the Top Unsigned Artist chart on PureVolume, within a few months from forming in late 2005. In August 2006, they released their Matt Squire-produced debut album Boys Like Girls via Columbia Records/Red Ink. On March 17, 2007, it was announced that the band was voted 2006 Artist of the Year by the readers of Spin..

In late 2006, to promote the release of their debut album, Boys Like Girls went on the road with The All-American Rejects on The Tournado Tour. Hoping to build a database of loyal fans, and to enhance the fan relationship, the band and their record company, Sony BMG, partnered with Club Texting to launch a mobile marketing campaign.

Solution:
Club Texting quickly set up an account for Boys Like Girls with the keyword “BLG”.  With a keyword in place, Sony BMG began to aggressively promote the keyword in advance of concerts, as well as at the concerts themselves.

Most memorably, public address shout outs and on-screen messages invited concertgoer's to text the keyword BLG to 25827. They quickly received the following message in response:

Hello! Take this text to the merch table and collect your limited edition, Boys Like Girls numbered tour lith while supplies last.

Outcome:

Hundreds of fans at each concert texted in to receive their free lithographs.

Meanwhile, as the promotion gained traction, weekly CD sales of Boys Like Girls' debut album spiked.

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