Vibes and U.S. Cellular Drum Up Mobile Engagement with Music Lovers at Summerfest 2012 Social Media Components Amplify Audience Participation While Increasing U.S. Cellular's Brand Awareness
CHICAGO, Aug. 6, 2012 /PRNewswire/ -- Vibes, a mobile marketing and technology company, announced the results of a successful mobile marketing campaign with wireless carrier U.S. Cellular (NYSE: USM) for Summerfest 2012, the world's largest music festival. While record high temperatures kept many fans indoors, concert attendees still sent nearly 20,000 text messages and nearly 1,500 tweets via Text-2-Vote and Tweet-2-Screen initiatives. For the 2012 festival, Vibes and U.S. Cellular unveiled new social media components that enhanced and extended audience engagement both in and out of the concert venue.
"Building off the success of Summerfest 2011, we wanted to continue engaging and enriching attendees' experiences both on- and off-site via mobile and social activities," said Rebecca Kruse, senior manager for Sponsorship and Events for U.S. Cellular. "By providing fun and interactive ways for consumers to interact with our brand, we're able to strengthen the fans' experiences with their favorite bands while driving brand awareness and consideration for U.S. Cellular."
For the 2012 campaign, Vibes executed social components, including Tweet-2-Screen and Twitter voting, which allowed fans to expand their experiences to multiple channels – and beyond the concert grounds. As fans tweeted about their favorite artists and concert experiences, bands used Twitter to promote their music and encourage fans – both at the concert and at home – to retweet them to vote in the Emerging Artist Series (EAS) on the U.S. Cellular Connection Stage with Linenkugals and 102.1. The EAS was a daily competition between local and national bands, which allowed fans to vote via Twitter and SMS to help select the favorite emerging artist each day during the 11-day festival.
"Mobile is one of the best ways for brands to create conversations and engage directly with consumers, given their personal relationships with the device," said Jack Philbin, co-founder, president and CEO of Vibes. "As attendees sing along to their favorite songs, their mobile devices allow them to connect with U.S. Cellular and provide opportunities to continue their conversations even after the encore act has left the stage. And for us, extending the consumer experience is the ultimate goal and something only mobile can provide."
Founded in 1998, Vibes is a mobile marketing and technology leader that helps some of the world's biggest brands acquire, engage and deepen relationships throughout the customer lifecycle. Vibes' Catapult platform enables brands, agencies and media companies to launch a wide range of mobile solutions from SMS, to MMS, QR Codes, on-screen, alerts, mobile Web, mobile incentives and integration with social platforms. Using Vibes' Mobile Relationship Management (MRM) approach, companies forge immediate and long-lasting customer relationships by tapping into the uniquely personal nature of the mobile phone. The Company has delivered billions of mobile experiences on behalf of customers that include Verizon, Allstate, The Gap, Tribune, Fox, Crispin Porter + Bogusky, Gannett and the Chicago Bulls. Vibes is one of only nine Tier 1 aggregators with secure, direct connections to all the major carriers. To learn more about Vibes, visit www.vibes.com or connect on Facebook.com/VibesMedia or Twitter.com/Vibes_Media.
About U.S. Cellular
U.S. Cellular rewards its customers with unmatched benefits and industry-leading innovations designed to elevate the customer experience. The Chicago-based carrier has a strong line-up of cutting-edge devices that are all backed by its high-speed nationwide network that has the highest call quality of any national carrier. Currently, 25 percent of customers have access to 4G LTE speeds and 54 percent will have access by the end of 2012. U.S. Cellular was named a J.D. Power and Associates Customer Service Champion in 2012 for the second year in a row. To learn more about U.S. Cellular, visit one of its retail stores or uscellular.com. To get the latest news, promos and videos, connect with U.S. Cellular on Facebook.com/uscellular, Twitter.com/uscellular and YouTube.com/uscellularcorp.
Summerfest 2012 took place from June 27 – July 1 and July 3 – 8. The World's Largest Music Festival and Milwaukee's cornerstone summer celebration attracts the music industry's hottest stars, emerging talent and local favorites. The Marcus Amphitheater and 10 additional stages, along with a diverse selection of food and beverage vendors, marketplaces and interactive exhibits, are set against the Lake Michigan and downtown backdrops, creating a festival experience like no other. Patrons can also enjoy Miller Lite, the Official Beer of Summerfest. For more details, visit summerfest.com.
Kristin Parran Faulder
InkHouse (for Vibes)