Mobile Marketer 11.17.10


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Former CMO and Principal of Augme Technologies, and now Founder of Growth Matters Media appeared in over 200 public releases and live speaking engagements highlighting good examples of early adaption to mobile marketing.

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Mobile Marketer 11.17.10

  1. 1. Page 1 of 2News from November 17, 2010 November 17, 2010Constellation Wines rolls out mobilesite, promotions via holiday mobilecampaignBy Rimma Kats Constellation Wines has debuted a holiday marketing campaign that includes a mobile site and promotions to keep consumers up-to-date with its brand. The company partnered with Augme Technologies for the mobile marketing initiative. Constellation Wines is getting the word out about the campaign via free-standing inserts in newspapers that direct consumers to an interactive experience with SMS keywords and QR codes.“The strategy was to provide an engaging experience for consumers bycreating the tools needed to make better holiday and party-planningdecisions around their choice of wines,” said David Apple, chief marketingofficer of Augme Technologies, New York.“This campaign provided consumers with a suite of intelligence to generatecustomized results based on their individual party-planning needs – right atthe peak point of decision making,” he said. “Consumers can choose fromhow much wine to serve or suggested food and wine pairings to make theirparty-planning experience efficient and fun.“By combining a traditional SMS component with the new technology of 2Dbar codes, the campaign provided scalability that ultimately may dictatemobile as a marketing component and not just a promotional tool.” 386 Park Avenue South, 10th Floor New York, NY 10016 Telephone: (212) 685-4300 Fax: (212) 685-9024
  2. 2. Page 2 of 2Constellation Wines is a division of Constellation Brands, which claims to bethe worlds leading wine company.Augme provides interactive media marketing platforms that let marketersand agencies to integrate brands, promotions, video and other digital contentvia the Internet and mobile channels.Drinks for thoughtConstellation Wines is using mobile calls-to-action via bottleneck hangers andcase cards.Consumers can text the keyword HOST, WINE, CHEERS or PARTY to theshort code 30333 to get a link to the company’s mobile site.Additionally, consumers can scan the 2D bar code to access the mobile site.“Although mobile is a good fit for all brands, a company like ConstellationWines is a lifestyle brand and usually revolves around a social event,” Mr.Apple said. “This mobile experience provides a deep level of engagement toeducate consumers about everything they need to make a proper decision."Party planningConsumers who access the mobile site can use the party-planning calculatorthat gives them customized results recommending the amount of wineneeded based on the length of the pary, number of guests and availablebudget.Customers can also opt-in to receive promotions from the company.In addition, consumers can share their findings on Facebook or Twitter.“When it comes to serving wine for your guests, whether you are an amateurwine enthusiast or experienced wine connoisseur, you want to get it right,”Mr. Apple said. “This promotion empowers consumers to access this in-depthintelligence as their interest peaks.”Editorial Assistant Rimma Kats covers media, television, research and socialnetworks. Reach her at 386 Park Avenue South, 10th Floor New York, NY 10016 Telephone: (212) 685-4300 Fax: (212) 685-9024