“Do You Know Prince” integrates online, social media, mobile, and event marketing, creating assets and leveraging existing content
NEW YORK, Aug. 5, 2009 — In the lead up to the 2009 U.S. Open, Prince, a global leader in performance tennis equipment, has engaged New York-based hot shop Conversation to design, develop, and execute a multi-pronged initiative to increase product demonstrations and drive additional brand awareness globally.
The campaign, based around a trivia element available in English and Spanish, asks consumers to test their knowledge about Prince, its ground-breaking, new EXO3 racquet line, and the U.S. Open. Fans will learn about the campaign through a variety of outreach tactics including social network posts, blog and message board outreach, and mobile messaging. Quiz questions are posted daily on worldwide social network sites including Facebook, Twitter, Hi5, Bebo, and Orkut. Questions can also be obtained via a campaign micro-site (http://www.doyouknowprince.com), text message platform, and retail locations. Text message distribution is being facilitated by Conversation subsidiary BuzzTxt. Fans will be recognized by the brand for participating and will be eligible to receive complimentary equipment. In addition, select fans will have the opportunity to obtain information on local product demo events, a gift with purchase program, as well as an exclusive event to be held in New York City just prior to the start of the Open.
“This campaign gives passionate and knowledgeable fans the opportunity to show their stuff – during one of tennis’ most high-profile times of the year,” said Linda Glassel, VP of Marketing at Prince. “Whether it is on-court or on-line, we want to reach players at every touch point where they engage with the sport. Conversation has helped us develop a far-reaching social media program that gives the consumer a chance to experience the brand in a fun yet meaningful way while further positioning Prince as a global leader in the sport.”
To learn more about the campaign, visit http://www.DoYouKnowPrince.com or text the keyword PRINCE to short code 95495.
About Conversation, LLC
Conversation is a progressive, integrated communications agency focused on leveraging emerging media with just the right amount of old school traditional advertising. Conversation’s innovative style and expert team of developers have earned several awards and industry buzz including a 2009 Webby Honoree, iMedia Connection’s list of “10 Hot Creative Agencies to Watch,” and recognition by MediaPost as an agency “helping companies engage consumers properly through social channels.” Conversation is quickly bridging the gap between idea and execution, helping companies realize highly strategic, creative and interactive campaigns at lightening speed to meet the quickly changing media preferences of consumers. For more information, visit http://www.heyconvo.com.