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Local Pub Uses Text Voting for their Battle of the
Bands
A Battle of the Bands engages audiences
INTRODUCTION:
The Jacksonville Landing, an outside entertainment and shopping
center located on the St. John’s river in Jacksonville, Fl, partnered up
with a local Contemporary Hits Radio station (WAPE 95.1) to run a Battle
of the Bands competition in the summer of 2009. A Mobile Text-to-Vote
was utilized during the event to attract a younger audience and engage
the audience more fully than during other events.
GOALS:
1. To generate a database to announce the winner and send reminders of
other relevant events
2. To allow the crowds to engage with their favorite band
3. To encourage bands to bring out their fans for more votes
METHODOLOGY:
During the 3 rounds of semi-finals, all bands were given a keyword (BAND
1 through BAND 12). The bands were not given their keyword until the
night of the event to prevent pre-voting and voting off-site.
During the event, the band’s keyword and shortcode were posted on a
large screen at the outside venue. In addition, each band was encouraged
to call their keyword to the crowd during the event, in an “American
Idol” fashion.
Each bounce back included a mobile coupon to be used at any of the
entertainment venues surrounding the stage. The voter could receive a $2
Miller Lite or $2 Pepsi product at any participating bar.
RESULTS:
During the month-long campaign over 3,000 unique fans cast their vote
for their favorite band. The strength of this campaign lay in the
execution, as the voting numbers far exceeded numbers posted by other
venues in similar situations.
Because of the large number of crowds and the large number of cash-only
bars, the redemption rate of the coupon has been undetermined, but
estimated to be between 20%-30%.
DISCUSSION:
As a venue, the Jacksonville Landing caters to a wide variety of
demographics. During this promotion, the Landing was able to focus on a
younger generation, the future generation of event-goers.
Also, because of the mobile coupon redemption element, the Landing was
able to offer a unique element to a current sponsor. This encouraged the
sponsor to continue the sponsorship opportunities during the next year. |
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