Nightclub Gone Mobile...
About Lava
Lava is a premier nightclub in New York catering to exclusive members and their guests with the hottest music, DJs, and parties. They boast one of the best overall nightlife experiences with their impressive stage and dance floor, bars, private catering and table service, lighting, sound system, and outdoor patio. Lava is the place to be for the best nightlife club experience.
The Challenge
With the best night venue in the area, Lava still needs to attract and retain a young, party-going audience on a regular basis. To do so, Lava had to look outside of traditional media, and find a way to connect with this targeted generation. They needed a solution that would not only market their events, but also provide a way of greater user interaction and a means to build upon for the future. Everything they did still needed to embody their premier and exclusive image.
The Solution
The Mozeo team worked on bringing the latest interactive mobile applications to exclusive Lava members. As industry trends point to explosive growth for mobile marketing, Lava knew that this would be the best and creative way to capture their audience. They would start with simple mobile applications, but look to add new, media-rich features into the future.
The Mozeo team laid out a solution for Lava that they could easily add additional applications or customize applications when they saw fit. Lava first used the Mozeo Text Message Blasting solution to send updates
about club events and parties. Those receiving the text messages were able to redeem special promotions upon entry to the club. After a few blasts, Lava noticed that more and more people were starting to respond to the text messages, and ask for additional information.
Mozeo then worked with Lava to provide them with a customer service application to manage all incoming text messages from their members. Lava is now able to manage an Inbox of text messages and respond to any request back to the mobile phone. This proves to be an invaluable tool to communicate directly to members through a media of their choice.
All the mobile tools Lava uses to communicate to their members are through an easy-to-use web portal interface. Updating users, contacts, managing blast and customer service text messages, and viewing
detailed reports are all done through simple web screens. In addition, all future applications Lava chooses to use will seamlessly integrate.
The Results
This initial mobile solution has started Lava down the path of communicating directly to their members via the mobile phone. Early adoption has shown good response of members redeeming special promotions and coming to the club for marketed events. In addition, Lava has seen a consistent response to text messages, and continues to respond directly to each customer's mobile phone answering any questions
they have. They see this as a vital piece in providing the best possible customer experience.
As future mobile initiatives take shape, Lava has paved the way to be progressive in upcoming mobile marketing and mobile advertising campaigns.
Future Plans
From the great success of its initial mobile implementation, Lava is working aggressively with Mozeo to move forward on future mobile endeavors. Lava will be implementing many more mobile marketing campaigns in the future. Part of their strategy will be to increase user interaction and participation all through the mobile phone. Lava and Mozeo are excited at innovating many more mobile solutions in the future.
< Back to Case Studies
|
Need Support?