Moët Fine Tunes Loyalty Premiums
Moët Hennessy USA has found a new way to set the mood for its Sparkling Circle loyalty club members.
Moët sent an e-mail to current members and prospects offering one of three “sparkling music mixes” for holiday entertaining. It wasn’t a compilation CD; the e-mail had a link to Chandon’s own site, for members to download their choice of the eight-song collections. The brand gave away nearly 5,000 downloads— 3,500 to current members, and 1,500 to prospects.
Moët launched Sparkling Circle in September to drive loyalty. Consumers register online or at a kiosk in Moët’s Domaine Chandon winery in California, which hosts 200,000 visitors a year. The program has garnered 15,000 members in its first five months.
141 Worldwide, New York, handles the Sparkling Circle program for New York-based Moët; Media Global Intertainment, New York, handled the downloads.
Delivering music premiums via downloads is more immediate and less expensive than producing and shipping CDs. Moët leveraged another advantage by delivering the downloads on its own site, rather than sending its customers to a third-party site like iTunes: Consumers stayed in the brand’s own sparkling circle.
“The idea here is for consumers not to leave the Chandon environment,” said MGI CEO Jakob Schwerdt.
A PIN code on each e-mail let Moët track which members responded, and what compilations they chose. 141 added the codes after a September e-mail offer for a bottle stopper got linked to free-stuff Web sites, and 141 fielded far more responses than expected. The PIN code on the song downloads “let us keep it within the target audience,” said Anette Kreipke, VP-director of account management at 141’s interactive division 141XM.
The Moët flight was the first promotional-download work for year-old MGI, which delivers content (paid as well as free) via branded channels. The company is working on three similar promotions for other brands, breaking this spring.
It takes only 10 days to turn around a download premium offer, Schwerdt said. The firm taps existing relationships with music labels and content owners to secure licensing rights in about a week. “The technology is ready, so we just upload content, check quality control, and we’re ready to go,” he said. For Moët, MGI suggested 100 songs that suited Chandon’s target audience, holiday theme and price range, and Moët and 141 chose the final 24 songs from that.
