Hard Rock International is one of the world’s most recognizable brands, with 179 venues in 54 countries, including 140 cafes and 18 hotels/casinos. Hard Rock is known for having the greatest collection of music memorabilia on the planet, as well as its collectible fashion and music-related merchandise. The brand excels at engaging with customers all over the world through food, entertainment, apparel and music.
Hard Rock wanted a unique mobile solution to complement its status as a global entertainment brand. It needed a mobile site consistent with its international brand persona, and an experience that was fast, feature-rich and innovative in terms of functionality.
The brand was already seeing high traffic numbers, with 30-40% of traffic to HardRock.com coming from mobile devices and over 10,000 daily mobile pageviews. Hard Rock wanted to leverage this traffic but lacked the internal resources to create an optimized mobile site.
Usablenet create an optimized mobile site to enable smartphone users to engage with the Hard Rock brand in a more relevant way on mobile. Site functionality included next-generation mobile features such as GPS location search, bookings, access to special offers and social integration to share content via Facebook and Twitter. Usablenet helped Hard Rock create an innovative experience on mobile that was in-line with the brand and enabled consumers to access the brand anytime, anywhere.
The Hard Rock mobile site delivered a more representative brand interaction. The brand saw more mobile traffic leading to increased bookings on mobile. Hard Rock established itself early as a market leader in mobile. The brand understood the impact of connecting with its consumers and offering engaging, personalized and relevant experience on mobile.