Press Releases

Pabst and Signal Come Together for Launch of Blast by Colt 45

Signal Cross Channel Marketing Platform to Transform Product Packaging into an Interactive and Engaging Consumer Experience Promoting the “Blast Lifestyle”

Chicago, IL – April 4, 2011 – Signal, a provider of mobile-centric Software-as-a-Service (SaaS) solutions to help marketers rapidly develop, execute and analyze cross-channel campaigns, has announced its selection by Pabst Brewing Company to power mobile and email marketing programs as part of the launch of Blast by Colt 45.  Under development for nearly a year, Blast by Colt 45 promises to take the rapidly growing flavored malt beverage market by storm starting April 5.

Pabst Brewing Company is the nation’s largest American-owned brewing company, producing over 25 of the country’s most iconic brands.  The Blast by Colt 45 launch is the company’s most significant product launch in recent years.  Blast by Colt 45 is the company’s first entry into the fast-growing flavored malt beverage category, and will feature four flavors at launch: Blueberry Pomegranate, Grape, Raspberry Watermelon and Strawberry Lemonade.

As part of the launch, Pabst is creating exclusive digital content to help promote the “Blast lifestyle.”  Videos and links to Pabst social media sites will serve as calls to action on Blast product cans, redeemable by texting a unique keyword to a shortcode managed by Signal.  Keywords have been selected for each flavor of Blast so that response and affinity can be traced, for use as inputs into future flavor considerations.

In addition, Quick Response (QR) codes will be posted near the point of sale nationwide, offering consumers equipped with devices capable of scanning QR codes another convenient way of redeeming digital content.

As part of the text message and QR code interactions, consumers may be prompted for their email address, opt in permission and other details to help develop a profile of Blast consumers for use in future marketing programs or research projects.

According to Pabst Marketing Director Sanjiv Gajiwala, working with Signal on a promotion inclusive of text messaging, QR codes, mobile web and email was a natural extension of the firm’s existing relationship.

“We have worked with Signal for about a year, using their platform to power a variety of text message marketing and promotional programs,” said Gajiwala.  “Given our objectives and expectations for the launch of Blast, the expanded mobile and cross channel marketing capabilities of the Signal platform were a terrific fit with our needs.  Signal’s ease of use and integrated approach offer a super-efficient and effective way to launch a new product with an eye toward ongoing engagement with our customers.”

Signal CEO Jeff Judge commented that programs such as the launch of Blast by Colt 45 help illustrate for others the logic in executing integrated cross channel marketing programs.

“A lot of companies continue to use multiple, disconnected approaches in their digital marketing, which is not only inefficient but makes it very challenging to develop a single view of the customer,” according to Judge.  “Pabst is a terrific example of a new type of digital marketer -- one who recognizes the value in an integrated, cross channel approach but that looks ahead to leverage a single view of the customer.  The true value of cross channel marketing stems from ongoing engagement.”

About Pabst Brewing Company

The Pabst Brewing Company is based in Woodridge, Illinois and has been in business since 1844.  Pabst produces Pabst Blue Ribbon and other fine brands including Old Milwaukee, Lone Star, Colt 45, Old Style and Schlitz Malt Liquor among others.  For more information, visit http://www.pabstbrewingco.com.

About Signal™

Signal™ is an experienced, fast-growing and profitable provider of software-as-a-service (SaaS) mobile and cross-channel marketing tools and interactive campaign consultative services. Since its founding in 2006, Signal has helped companies deliver innovative marketing messages to mobile devices – promotions that cut through the information overload clutter and engage on-the-go customers. The company’s flagship SaaS platform – Signal – is the only mobile-optimized system that helps marketers rapidly develop, execute and analyze mobile and cross-channel campaigns (mobile, email and social media), all feeding a common customer database. Signal also supports customers with marketing strategy, program and campaign design, as well as mobile application development. Used by hundreds of blue-chip companies, including many leading brands, retailers, online services, agencies and broadcast media, Signal processes millions of customer interactions each month. For more information, call 877-450-0075, go to www.signalhq.com or send an email to info@signalhq.com.