The static model of events and sponsorships just doesn’t work in today’s mobile world. By combining new technologies with engaging creative, we're more empowered than ever to produce indelible brand experiences.
San Antonio, TX (PRWEB) March 11, 2011
Blue Clover – among the nation’s top agencies for branding in today’s mobile world – is blitzing Austin throughout March with a highly creative and engaging, episodic campaign for Citrix Online’s GoToMeeting product.
Serving industry giants that include Hyatt, IBM, Jackson Family Wines and Rackspace, Blue Clover masterminded the inventive campaign for Citrix Online, one of the world’s leading providers of online solutions enabling people to work from anywhere with anyone. The campaign has a mid-month emphasis coinciding with the annual South by Southwest® Conferences & Festivals (SXSW®) in Austin when thousands of digerati from all over the world convene in Texas’ capital city to learn about the latest emerging technologies.
“Our campaign for Citrix Online’s GoToMeeting exemplifies what brands must do to engage a mobile audience, especially one as early-adoptive of emerging technology as SXSW attendees – the static model of events and sponsorships just doesn’t work in today’s mobile world,” said Tim Hayden, a partner at Blue Clover, and a nationally recognized branding and mobile behavior expert who regularly speaks at industry conferences.
Hayden continued, “With smart phones liberating people to routinely be on-the-go and highly selective with the media they consume, savvy marketers today are leveraging compelling offline media and experiences to drive online interactions. By combining new technologies with engaging creative, we are more empowered than ever to produce indelible brand experiences.”
Biue Clover’s Citrix Online campaign, featuring creative based on an old-fashioned Texas cowboy theme, tightly integrates offline and online elements and incorporates the latest technologies. Highlights include the following:
- Pedicab advertising throughout March – Approximately 50 pedicabs are displaying GoToMeeting- and Citrix-branded advertising with QR codes connecting mobile device users to micro websites where they can register for free, company-sponsored events (see details below) and a no-cost trial of GoToMeeting. Over the course of the month, the QR codes are linking to two different sets of content. Blue Clover is using the “Capture” solution from 44 Doors to easily create the QR codes and micro sites – for this and all other campaign elements. Additionally, pedicab pilots, wearing branded t-shirts on selected days mid-month, are serving as brand ambassadors, encouraging passengers to get more information and register via the QR codes.
- Saturday, March 12 “Revive and Survive” Breakfast – After a long Friday night of partying, SXSW revelers can reenergize at a fun, social media-oriented breakfast, (8:00 a.m.-10:00 a.m. at Nuvola, 105 E. 5th Street). Along with a cash bar offering Tequila Sunrises and more, attendees will enjoy free breakfast tacos in wrappers with QR codes linking to a micro-site where they can register for Citrix’s Monday, March 14 “Meet & Tweet” happy hour and a free GoToMeeting trial. Large, closed-circuit televisions will scroll aggregated content (gathered by FeedMagnet) posted on social media sites during prime party time the night before – from the most raucous and irreverent comments, photos and tweets to the most tame and serious. The TVs also will display real-time postings. This lighthearted event is designed to increase brand engagement by: 1) encouraging location-based check-ins (e.g., Foursquare, Gowalla, etc.) and postings; 2) aligning the brand with the edgy and colorful spirit of Austin’s mid-March conference scene; and 3) communicating the brand's commitment to technology, innovation and social media.
- Monday, March 14 “Meet & Tweet” Happy Hour & Art Review – A collaborative effort with Neighborgoods, this open-to-the-public gathering at Art Details (6:00 p.m.-8:00 p.m., 106 E. 8th Street) gives attendees a chance to unwind with heavy appetizers and specialty margaritas while meeting with Citrix Online representatives and viewing a GoToMeeting demo. QR codes on napkins will connect attendees to a micro site where they can register for a free GoToMeeting trial. Attendees may have their photos taken and then printed as wide as 44” on the gallery’s state-of-the-art, professional printer.
Throughout the campaign, Blue Clover is monitoring QR code scans and mobile clicks, and also location-based service check-ins at events. The agency plans to analyze the data to learn more about which devices are most popular and how they are being used – findings that will be useful for future client work.
About Blue Clover
Blue Clover is one of the nation’s foremost agencies for branding in today’s mobile world, serving industry leaders that include Citrix Online, Hyatt, IBM, Jackson Family Wines and Rackspace. The agency is renowned for its deep expertise and unmatched creativity in developing campaigns that integrate technology, design and strategy across all marketing touch points and deliver remarkable brand experiences. For more information, please visit http://www.blueclover.com.