In the lead up to the 2009 U.S. Open, Prince 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 new EXO3 racquet line, and the U.S. Open. The campaign will be available through 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.”