Pheromone launches a mobile application for cultural industries and their sponsors!

Montreal, April 14, 2011 – With the support of the Canada Media Fund, Pheromone has developed a mobile application generator that allows users to socialize with friends around cultural events. This innovative product offers producers of festivals, cultural events and TV shows a mobile application that increases their engagement with their audience, offers them a great deal of visibility on social networks and is an additional source of revenue.

Sports channel RDS has premiered this technology with today’s launch of Cardio Fan, the first application created with the Pheromone generator. Cardio Fan allows Montreal Canadiens fans to share playoff game fever with Facebook friends and benefit from GM’s sponsorship as it promotes the latest edition of the Cruze via this innovative medium.

Producers can licence similar applications from Pheromone customized for their context and their needs. “These applications allow them to inexpensively generate buzz around a one-time event or series, delivering viral promotion on social networks and offering sponsors a showcase that is second to none,” Philippe Le Roux, president of Pheromone, said.

Pheromone developed the mobile application generator from its innovative multiplatform development technology that resulted from three years of R&D related to the smartphone and tablet market. Each of its applications is available in versions optimized for iPhones, BlackBerrys, Android phones, iPads 1 and 2 as well as Android tablets.

Pheromone
Founded 16 years ago, the agency has broadened its recognized expertise in interactivity to include brand strategy and creation. Using a marketing model based on consumer interactions rather than traditional modes of communication, Pheromone (pheromone.ca) has become one of the ten leading advertising/marketing agencies in Quebec.Its many clients include: Via Rail Canada, Sympatico, RDS, Club Med, Tourisme Québec, ARTV, UQAM and Loto-Québec.

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For more information:

Linda Lévesque
Communications, Pheromone
Tel.: 514 393-3178 / 1 877 393-3178 ; mobile : 514 242-8909
llevesque@lcom.qc.ca

The Molière on Twitter campaign wins a grand prize in San Francisco

Montreal, March 31, 2011 – After a major invitation to tender, Pheromone has won the mandate to advise and support Loto-Québec’s digital communication services team in user experience, e-marketing, Flash and web programming, content management, ergonomics and user testing. This is a high-stakes mandate, particularly since this department manages close to 20 websites in addition to a variety of digital communication projects, such as newsletters, digital displays and e-learning.

“We are proud to be selected by Loto-Québec,” Philippe Le Roux, the agency’s president, said. “This model of supporting the web team that we have been using with a number of customers, including RDS and Tourisme Québec, allows organizations to take advantage of our wide-ranging expertise, while increasing their production capacity.”

The mandate
The user experience on Loto-Québec’s websites is central to the mandate. The experts at Pheromone will perform ergonomics tests and support the Loto-Québec team with web and Flash design to make sure that visitors have the best experience possible. Pheromone’s design methodology involves the entire user experience―visual, ergonomic and functional―and is based on measurable results, tests and analyses.

To win this mandate, Pheromone relied on its many solid references to demonstrate its skills, in particular its current user-centred design mandate for the Sympatico homepage, its artistic usage data visualization project for Bixi (www.bixart.ca) and the powerful Flash interface that it designed for the Pixman Nomadic Media mobile advertising network for the international Join the Wave campaign based on the popular response to the election of President Barack Obama.

To provide Loto-Québec a sense of how it designs its ergonomic tests, which, for Pheromone are an integral part of the creation process, the agency referred to test sessions that led to the creation of ARTV – Le fil (www.lefil.ca). All of these examples show that Pheromone has a highly skilled, creative team focused on the user and results.

Pheromone
Founded 16 years ago, the agency has broadened its recognized expertise in interactivity to include brand strategy and creation. Using a marketing model based on consumer interactions rather than traditional modes of communication, Pheromone (pheromone.ca) has become one of the ten leading advertising/marketing agencies in Quebec.

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For more information:

Linda Lévesque
Communications, Pheromone
Tel.: 514 393-3178 / 1 877 393-3178 ; mobile : 514 242-8909
llevesque@lcom.qc.ca

The Molière on Twitter campaign wins a grand prize in San Francisco

Montreal, November 18, 2010 – Phéromone, a Canadian interaction agency, won a sought-after Bees Award in the category Best Use of Micro-Blogging Platform, for its campaign Molière on Twitter. The international prize was awarded in San Francisco at an event that gathered web 2.0 leaders from around the world.

When Molière seduces on Twitter
Molière wrote in one of his works: L’allégresse du coeur s’augmente à la répandre : The heart’s joy spreads far and wide. This idea drove the success of the marketing operation created by Phéromone to promote a major new production of the 17th-century French classic Le Bourgeois Gentilhomme, which was presented by Le Théâtre du Nouveau Monde (TNM), in Montreal in December 2009. In order to attract a new and younger audience, Phéromone brought three of the characters to life on Twitter. Over a one-month period, the Monsieur and Madame Jourdain, together with Monsieur Jourdain’s would-be mistress Dorimène, used individual Twitter accounts to interact in Old French verse. Staying in character, in the spirit of Molière’s wicked sense of humour, they commented on current events.

Convincing results
More than 600,000 people, equal to one third of the population of Montreal, were exposed to this campaign. As a result, the theatre handily beat it’s sales and im ages objectives. Our greatest challenge was to attract attention to a great theatre classic for an audience that is always on the lookout for new things. So we decided to take advantage of the conversational strength of social networks to demonstrate that Molière was relevant to contemporary society, pointed out André Bélanger, Vice-President, Strategy and Consulting at Phéromone.

A success recognized worldwide
Both the success of the campaign and its innovative character won over the jury of the Bees Awards, an international competition that rewards the best uses of marketing in social media. The 19 jury members, from 13 countries, had to decide between several hundred campaigns submitted by agencies and leading brands from 20 countries on five continents.

This campaign, which can be seen at www.pheromone.ca/moliere, had already been recognized by the Quebec advertising industry, which recently awarded Phéromone a Prix Media in the category Interactive Approach on a single Media.

Phéromone, The Interactions Agency
Thanks to its marketing model centred on the interactions of consumers rather than on institutional communication, Pheromone (pheromone.ca) has become one of the ten leading advertising agencies in Quebec. Its clients are local and international brands in different fields, notably tourism and media.

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For more information:

Linda Lévesque
Communications, Pheromone
Tel.: 514 393-3178 / 1 877 393-3178 ; mobile : 514 242-8909
llevesque@lcom.qc.ca