one50one served as the DSM partner to Heineken USA for the 2012 edition of Heineken Red Star Access, an integrated marketing campaign and interactive experience designed to engage multicultural music fans and consumers during the course of the five-city music tour in NYC, Chicago, Philadelphia, D.C., and Atlanta.
To ensure maximum visibility and awareness across all screens, Heineken Red Star Access utilized an integrated digital-social-mobile approach that enabled visitors to join the Heineken Red Star Access community; receive access to Heineken RSA information and invitations to events; and share content across Facebook, Twitter, Google+, Pinterest, and more. Tickets to events were age-gated and used unique QR codes to reside on a phone, and – once scanned – were used. The QR codes enabled quick scanning and event entry. one50one built a responsive design DSM portal leveraged across desktop, mobile, tablets, and a custom Facebook app, and incorporated branded and user-generated content into a virtual medial wall within the portal to drive strong user engagement, as reflected by nearly 600,000 unique visitors to the site and more than one million page views in less than 12 weeks.
From a performance standpoint, the Heineken RSA DSM portal produced metrics that point to significant engagement with its target audiences as of October 2012: 500,000+ unique visitors to the site; 15,000+ mobile opt-ins, which is a phenomenal number; average time spent on the Media Wall is just short of 2.5 minutes (2:21), thereby demonstrating a high level of stickiness on the site; and Media Wall to Form Page conversion has steadily risen over the last few weeks up to 30-plus percent. (Industry standards dictate that anything above two percent is tremendous.)
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