one50one’s Hennessy Kaws Campaign Named 2011 ‘Mobile Campaign of the Year’ by Online News Leader Mobile Marketer
LOS ANGELES, Jan. 23, 2012 /PRNewswire/ –
WHAT: In 2011, Hennessy, a longtime client of one50one, teamed up with world-renowned artist Kaws to design signature artwork to dress limited-edition bottles for the largest cognac maker in the world. To market the unique collaborative between Hennessy and Kaws, one50one developed a media campaign that combined digital, social and mobile efforts to reach the largest audience possible. These efforts proved wildly effective, garnering 1.3 million scans of the custom-made QR code that was printed on Hennessy Kaws cognac bottles.
What set the Hennessy Kaws collaborative apart from other similar campaigns? Instead of linking the QR code to a generic company website, one50one created a Hennessy Kaws .mobi site as a landing page when scanned. The site, created in-full by one50one, linked to short videos that chronicled the collaboration stages between Hennessy and Kaws, including Kaws’ visit to the Hennessy distillery in central France, and the motive behind certain design elements for the labels.
Even the smallest aspects of the campaign – down to the color and design of the QR code – were created with intricate attention to detail. The codes – reflecting Kaws’ colors and an image of the bottle – were additionally printed on all press materials, which expanded the reach of interactivity among consumers. In short, when giving fans a peek into the partnership, one50one positioned the collaborative as a consumer experience at ones fingertips, rather than an advertisement of a mere business partnership.
QUOTES: “We’re honored that the Hennessy Kaws collaborative was chosen as the Mobile Campaign of the Year,” said Troy Brown, president and CEO of one50one. “Creative mobile marketing is something consumers can expect to see more of in 2012, as it’s a medium and platform that most people – whether their interest is in artwork or alcohol – spend time on. We’re lucky to have a client that gives us the creative reigns when it comes to marketing their products.”
“Hennessey’s Kaws campaign is an effort that other brands and retailers need to take note of,” said Giselle Tsirulnik, deputy managing editor, Mobile Marketer and Mobile Commerce Daily, New York. “The campaign shows how mobile can be used as part of a bigger campaign to create an interactive experience for consumers.
“Given that one out of three U.S. consumers is armed with a Web- and app-enabled smartphone, brands and retailers need to be pulling out all stops to get in front of this increasingly discerning audience,” said Giselle Tsirulnik, deputy managing editor, Mobile Marketer and Mobile Commerce Daily, New York. “The Hennessey Kaws effort was unique in that it included QR codes on actual press releases and on the limited-edition bottle itself.
“The results – more than 1.3 million scans – speak for themselves. Kudos to One50one for thinking of and implementing such an ingenious effort,” said Giselle Tsirulnik, deputy managing editor, Mobile Marketer and Mobile Commerce Daily, New York.
WHO: one50one is an accomplished innovation engine in a converged media, advertising and entertainment environment. The team at one50one believes that digital, social and mobile media have come together to form a unique mediascape, which serves as the conduit to people engagement, branded and “ownable” community building, return on investment and sales. In order to meet the demand, one50one patented and trademarked its DSM (digital/social/mobile) strategy.
Mobile Marketer is the news leader in the mobile marketing, media and commerce industries.
WHERE: For more details on the campaign, please visit the Mobile Marketer website. To speak with a one50one executive, please contact Lora Friedrichsen of Global Results Communications at (949) 608-0276 or firstname.lastname@example.org.
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