RAPP CREATES NEW SITE AND CRM CAMPAIGN FOR STRONGBOW
09 JULY 2009
Cider brand Strongbow will build on its new advertising campaign with a newly refreshed website, created by the Edinburgh office of Rapp.
The site, which will run in tandem with the new CRM campaign for Strongbow, features visuals of tools of the trade alongside features and competitions surrounding the topic of ‘hard graft’.
The website will maintain all of its existing content including talkSPORT, Bowtime Bar Finder and its festivals page but will have added extras to encourage interactivity and provide users with increased uploading status.
A Grafters Hall of Fame page has been added where users can upload pictures of themselves or a friend and a description of why they have earned their place in the Hall of Fame, and lucky inductees could win an exclusive Bowtime T-shirt.
Bow-tube is another new feature which allows users to upload funny clips, music and even their own version of the latest TV ad.
Last year the agency created CRM activity which saw 90,000 people added to the client’s database through mobile technology. A new CRM campaign will also be launched through SMS this month.
Sarah Maddock, marketing manager for Strongbow at S&N UK, said, “Last year’s Bowtime campaign proved that mobile is an exciting and effective way to connect with our customers, providing interesting and engaging brand content and competitions. This creates a platform for us to deepen customer relationships and build loyalty throughout the peak summer months,and the information we gather from this year’s campaign will help us develop further highly targeted activity for next year.
"The new website has been brought perfectly in line to fit with the Strongbow Rewards Hard Graft theme. It has been specifically designed to build on our ongoing relationship with our Strongbow drinkers and will allow us to communicate the brand’s values in an entertaining, interesting and interactive way."
http://www.thedrum.co.uk/news/2009/07/09/10811-rapp-creates-new-site-and-crm-campaign-for-strongbow
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