Southern Comfort Presents: underCOVER

Thu, 12/10/2009 - 12:43pm — admin

Southern Comfort Presents: underCOVER

Great Friends

Summary

Southern Comfort challenged Mowalla to help increase consumer brand awareness through a unique event that was more than just a corporate sponsored concert. The event needed to be an experience, something truly special that Southern Comfort was giving them. The result was underCOVER, a 10-city tour that featured national artists paying tribute to musicians that have inspired them in their careers and giving consumers never before seen performances.

Load In

In order to connect with the target demographic, Mowalla worked with Southern Comfort to create a mobile / social networking RSVP campaign for the event. Consumers RSVP’d through either Southern Comfort’s webpage, Facebook page or through SMS text. Consumers received a text that served both as a clue to whom the artist was covering and a “mobile ticket code” that gained them free entry. This allowed for instant communication which generated buzz and allowed Southern Comfort to communicate with them before, during and after the event.

Line Up

Ghostland Observatory, The Hold Steady and The Polyphonic Spree along with DJ Lord from Public Enemy, all displayed not only their own musical prowess, but paid tribute to some of the artists that have inspired them including Prince, The Rolling Stones , Neil Diamond and Nirvana.

Run of Show

The experience of underCOVER was not just limited to the performances of the artists but expanded to touch the consumer from entrance to exit. Interactive elements were incorporated such as sampling at a custom plexi-glass bar, texting to vote on the encore song, custom tour posters that “covered” the lobbies, and use of UV lighting that connected the stage to the consumer to the brand. With the flick of a switch, the UV lighting transformed the venues into completely different looks. The stage pieces, the Southern Comfort cups, and the custom Southern Comfort sunglasses passed out upon entry all changed color and look taking the consumer deeper into the experience. To learn more about Mowalla’s approach to this unique application, click here: Southern Comfort Concert Tour Gets UV/FX Visuals

Reviews

“Mowalla was tasked this year with transforming the Southern Comfort festival experience taking place in a few markets to delivering a program on strategy with a larger footprint across the country. They knocked it out of the park with underCOVER, a music program where we were able to generate awareness nationally for Southern Comfort while our local sales teams were able to leverage it at the retail and promotional levels. This is just another example of why we’ve worked with Mowalla for almost 15 years.”

Sean Wachsman
Southern Comfort Brand Manager

Last Call

Mowalla not only wanted to get consumers to the event but wanted them to re-establish their relationship and loyalty with the brand. In the three months of the tour, over 7,000 consumers were reached at the event and Southern Comfort’s database increased by over 10,000 through unique SMS texting and Southern Comfort’s website and Facebook visits. Southern Comfort’s website visits doubled during the tour.

Encore

The underCOVER tour will live on in 2010 continuing to bring consumers a one of a kind performance with tributes to influential artists. Mowalla is currently in the process of expanding the experience and giving it a new fresh face for 2010. Sorry we can’t tell you more at this time, we have to keep it...undercover!