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phase1 Integrates Relationship Marketing With Hennessys Art of Mixing...

phase1 marketing LLC has partnered with FAST Metropolis Inc. to create and execute a series of interactive on-premise promotions for Hennessy V.S Cognac to build on the brand's Art of Mixing marketing platform. The events run from summer through to the end of the year in many U.S. cities and are designed to communicate the key message that the consumer is in control of their own mix and this message is reinforced prior to the event, during the event, and for weeks beyond the event.

phase1 handles all of the consumer acquisition for the program, using a variety of marketing channels to mobilize targeted consumers to each event in a range of markets such as New York or Boston. When each consumer visits the Art of Mixing RSVP website, they are invited to "choose their own mix" by selecting the music they most want to hear at the event. Throughout the evening, the DJ counts down the most requested songs in reverse order, until the most popular song is played. By the end of the night, songs that almost everyone selected are played to an enthusiastic crowd of Hennessy consumers.

Additional components include renowned mixologists teaching consumers how to mix one of four different Hennessy signature global cocktails, and an onsite DJ instructor from Scratch Academy showing consumers how to mix their own records to a CD they can take home with them. An additional Hennessy-branded photo site also extends the brand experience days or even weeks after the event by allowing consumers to relive their event experience online.

"We believe that the brand experience should begin well before the consumer walks into the event space, and should continue long after the event is over." says Andrew Bell, Managing Partner of phase1. "At every touch-point along the way we're motivating the Hennessy consumer to empower themselves, whether it's choosing which event they want to attend, designing the music they want to hear at the event, mixing their own cocktails, or creating their own Hennessy music mix during the event which they can take home and enjoy long after the event is over."

phase1 custom built all of the acquisition and interactive components for the program, including event invitations, an RSVP site, the music selection technology, the photo site and the very extensive reporting infrastructure which tracks key metrics at every stage. Music industry partners such as Verve, Def Jam and Naked Music worked with phase1 to recommend music from their artist rosters for the program.

"This approach has been tremendously successful in making the product more accessible. It's really incredible to see a roomful of 200 people dancing and singing along to the music they selected, while they drink the Hennessy cocktail they learned to make themselves, the way they like to consume it." says Fabiola Conrado of FAST Metropolis. "It has been an enormously successful way to introduce new consumers to Hennessy."

ABOUT PHASE1 MARKETING LLC

phase1 was formed in 2004 to address the demand for greater ROI from Experiential Marketing programs. Relationship Marketing and Experiential Marketing programs typically don't overlap, meaning that many consumer touch-points are not leveraged as fully as they could be. Events offer the promise of bringing brands to life, but the relationship with the consumers typically begins and ends with the event. RM offers an ongoing dialogue with consumers, but this often means direct mail or email communications only.

phase1 was created to integrate these two marketing disciplines into a fully integrated approach to establish long-term consumer relationships.

For additional information on the Art of Mixing event series, contact Nupur Baijal at 212.695.1040 x125 or visit

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