MillerCoors, the second-largest beer company in the United States, has chosen Hipcricket as its exclusive mobile marketing and advertising partner following various trial campaigns.

Hipcricket signed a 3-year contract to develop and execute all mobile marketing efforts in conjunction with MillerCoors? agency and development partners. Among the reasons for its decision, MillerCoors, a joint venture of SABMiller plc and Molson Coors Brewing Co., cited Hipcricket?s bilingual client and creative services staff and experience in marketing to Hispanics, as well as its creative and strategic services capabilities.

Mobile Marketer?s Dan Butcher interviewed Doug Stovall, senior vice president of sales and client services at Hipcricket, Kirkland, WA. Here is what he had to say:

What is MillerCoors? strategy behind its partnership with Hipcricket?
MillerCoors? strategy with this partnership is to use a myriad of mobile marketing and advertising channels to better connect with its loyal customers.

MillerCoors recognizes that mobile is an important aspect of a modern marketing campaign and is partnering with Hiprcricket to take advantage of a number of different offerings that are cohesive, well integrated and easy to measure.

What challenges does Hipcricket address for MillerCoors?
Hipcricket addresses a number of challenges for MillerCoors, but perhaps most prominently, customer loyalty.

Beer companies are very competitive from a marketing standpoint, so creating and keeping loyal customers is extremely important to their continued success.

How does mobile in general and SMS in particular help MillerCoors achieve its brand objectives?
Mobile marketing allows MillerCoors to stay connected to its loyal customers.

With Hipcricket, they can send mobile coupons, contests, offers, information and more to opted-in consumers.

MillerCoors also has the ability to tap into Hipcricket?s industry-leading mobile marketing and advertising platform.

What mobile campaigns has Hipcricket powered for MillerCoors to date?
MillerCoors has already implemented multiple campaigns. For example, the Coors Light brand implemented the following contest:

?Text the keyword WIN and your date of birth (e.g. WIN 03301982) to the short code 90464.?

Final Take
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