Virgin Records is launching its first location-based mobile messaging campaign using the Weve platform today, which has been planned by the7stars. It is the first record label to run a mobile marketing campaign using the platform.
The campaign, which is targeted at male shoppers, aims to help them make last minute purchase decisions for Valentine’s Day, whilst they’re on the go.
Based on location, male shoppers will receive a message with details of Emeli Sandés chart topping album ‘Our Version of Events’ when they are in close proximity of a Tesco store. The activity is aimed at driving sales of the product this Valentine’s Day. Messages will also be sent to male shoppers on the days running up to and Valentine’s Day itself highlighting the album as the perfect gift.
Activity will also include an online push via search and social networking sites, Facebook and Twitter, as well as display digital across desktop and mobile. Creative copy has been produced in-house by Virgin Records.
The7stars has also planned campaign activity for Virgin Records using the Weve platform around Mother’s Day, which will launch in March.
Ian Carew, senior marketing manager at Virgin Records commented: “To be able to use such a targeted service as this is invaluable, especially during a gifting period so open to last minute suggestions.”
Lucy Ostermeyer at the7stars added: “This is a highly tactical and timely campaign. Male shoppers are notorious for leaving gift-buying to the last minute. Using Weve’s location-based platform, we have been able to create a service which is the ultimate in convenience present purchasing.”