Mobile Marketer has given one50one the recognition for “Mobile Campaign of the Year” in 2011 for its marketing of the collaborative between Hennessy and Kaws.
The campaign for Hennessy, which is among one50one’s oldest clients, and the artist known worldwide, Kaws, was a combination of social, digital, and mobile, in order to gain access to the largest possible audience. The efforts showed themselves to be extremely effective, and achieved 1.3 million scans of the QR code which was custom-made for the campaign and that was printed on the cognac bottles by Hennessy Kaws.
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What made this particular mobile campaign different from other similar efforts was that when a smartphone user scanned the QR code, he or she was not redirected to a standard company website, as is one of the most common functions of the barcodes. Instead, users were brought to a Hennessy Kaws.mobi site that was created by one50one specifically as a landing page for QR code scanning consumers.
This mobile site provided users with a tremendous amount of media content, particularly short videos that outlined the various stages of partnership between Hennessy and Kaws, including the visit that Kaws made to the French Hennessy distillery, as well as the purpose of the various parts of the label’s design.
Every piece of the campaign – including the design and colors used for the QR code – were meticulously selected and created, without overlooking a single detail in order to encourage customer interactivity. The barcodes themselves use the Kaws colors, and include a bottle’s image in their design.