In the lead up to the 2009 U.S. Open, tennis equipment giant Prince has launched the "Do You Know Prince?" campaign integrating online advertising, social media, mobile and event marketing.

Prince tapped ad agency Conversation LLC to design, develop and execute the multipronged initiative featuring SMS to increase product demonstrations and drive additional brand awareness worldwide. 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 premier tennis tournament in North America.

"The goals of the program are to engage players and drive product demos, specifically of Prince's new, highly acclaimed EXO3 racquet line during one of tennis's biggest times -- the U.S. Open," said Frank O'Brien, founder of Conversation, New York. "Engagement will be measured by mobile, social media and microsite registrations.

"The text campaign is tagged in online posts, a direct-to-consumer in-store piece and at an event to be held at the end of August in New York's Central Park," he said.

"The mobile aspect drives engagement with the consumer outside of the traditional digital space and allows Prince to reach interested consumers where they're most likely to see the message -- their mobile device."

From its origin as a manufacturer of tennis ball machines, Prince has expanded to a make a variety of tennis products, including racquets, footwear, apparel, strings, balls and accessories.

Prince has sponsored athletes such as Maria Sharapova, Nikolay Davydenko, Jennifer Capriati, Patrick Rafter, Jimmy Connors and Martina Navratilova.

Conversation is an integrated communications agency focused on emerging media -- including mobile -- mixed with traditional advertising.

Conversation, through its mobile and social media division BuzzTxt, is helping Prince to grow its global online fan base.

"Strategies are being put in place to help Prince engage consumers and -- more importantly -- verify action via their mobile device," Mr. O'Brien said.

Prince is reaching out to tennis fans through a variety of tactics such as social network posts, blog and message board outreach and text messaging.

Quiz questions are posted daily on social network sites including Facebook, Twitter, Hi5, Bebo and Orkut.

Questions can also be obtained via a campaign microsite at http://www.doyouknowprince.com, postcard flyers at retail locations and a text-message platform.

Text message distribution is being facilitated by Conversation subsidiary BuzzTxt.

Fans who text the keyword PRINCE to short code 95495 will be recognized by the brand for participating and will be eligible to receive complimentary equipment.

Consumers are given the opportunity to win a variety of Prince products, including racquets, grip tape, strings, bags and other gear.

In addition, select fans will have the opportunity to get information on local product demo events, a gift with purchase program, as well as an exclusive event to be held in New York City on Aug. 30 just prior to the start of the Open.

"The Central Park event will kickoff festivities surrounding the US Open and consumers at the event will be presented with the opportunity to win prizes on site by participating in the text message quiz," Mr. O'Brien said.

"Consumers in the U.S. are sent an e-coupon upon registering, giving them an opportunity to receive a T-shirt with a valid product purchase of a new EXO3 racquet," he said.

This program marks the first time the Prince brand has implemented a mobile element into a campaign.

"While it does continue to move forward in aggregating, education and offering exclusive opportunities to tennis fans via social networking, they felt it was important to engage fans on the device they most likely take to the court, throw in their racquet bag or have with them while watching matches," Mr. O'Brien said.