November, 2009
Hennessy targeted music lovers by adding mobile components to their Hennessy Artistry music campaign. During the Hennessy Artistry concert tour, consumers could opt-in via SMS text and enter for a chance to win VIP status, signed prizes from the artists and a backstage pass. There was also an online and mobile widget, which allowed consumers to enter the contest and view backstage footage of the performers. All efforts for the campaign were intended to increase consumer loyalty and collect a database of Hennessy consumers.