Case Study - Warped Tour

Background:

Warped Tour audience demographic is 18-25 years old, a youth music event that tours different cities.

Goal

• Create brand awareness of Text services and package with existing promotions.

Solution

• Pre-Tour fans could opt-into “day of” concert schedule alerts from the Cingular website, on-deck and via WAP
• “call to action” presented in venue
• multiple alerts delivered at each concert highlighting on stage talent schedules and lineup changes in real time
• Tied into the In-Venue Cingular branded promotion

Results

• Campaign generated over 250,000 Cingular branded messages
• High value of message content led to lower than 2% opt-out rate