Article intéressant sur l’utilisation d’une campagne SMS avec SHORT CODE et de bornes BLUETOOTH pour le lancement de la nouvelle boutique Victoria’s Secret de Chicago:
As part of a stealth push begun earlier this year nationwide, lingerie giant Victoria’s Secret is now running a mobile campaign to drive traffic to a new store opening this week in Chicago.
The mobile components comprise SMS and Bluetooth to direct foot traffic to the new Victoria’s Secret store opening Thursday, Oct. 22 on Chicago’s prestigious Michigan Avenue between Chicago and Superior streets.
Outdoor media including posters and billboards have different messages to encourage passersby to opt in to receive news, information and alerts as well as coupons for Victoria’s Secret merchandise.
Victoria’s Secret is the nation’s leading maker and retailer of lingerie, melding technology, models and media to generate interest in its merchandise, store openings and events.
Media
This particular effort for Chicago includes outdoor, online and mobile media. For example, one 48-inches-by-70-inches poster shows a statuesque Victoria’s Secret model wearing nothing but black lingerie and a come-hither look. The headline reads, “Victoria’s Secret Michigan Avenue between Chicago & Superior.” A line below says, “Now open.”
Copy on that outdoor ad reads, “Go to VSChicago.com to vote for Chicago’s sexiest people and places (and get a free panty when you buy a bra).”
SMS
The line below has the mobile callout: “Text CHICAGO to ANGEL (26435) for exclusive mobile offers and alerts.”
Texting that common short code returns this message: “UR signed up 4 Victoria’s Secret alerts! Look 4 offers & new product info.
These text messages will comprise alerts as well as special offers and coupons for consumers to redeem online or in-store.
Bluetooth
Another poster of the same size and with the identical image and headline has copy that reads, “Activate Bluetooth outside our new Michigan Avenue store for free downloads and offers.”
Once consumers accept a Bluetooth invitation, they will get a jpeg visual coupon which they can show in the store and get access to a promotion. Plans may also call for a video.
In addition, the retailer is running another outdoor ad pushing Bluetooth downloads, this one with a sultry model in only lace panties. The headline reads, “Angel zone ahead. Activate Bluetooth for free downloads and offers.”
The Bluetooth effort is new for Victoria’s Secret.
Source: Mobilemarketer.com
Cet article a été publié le Mardi 27 octobre 2009 à 7 h 28 et est classé dans Général. Vous pouvez en suivre les commentaires par le biais du flux RSS 2.0. Vous pouvez laisser un commentaire, ou faire un trackback depuis votre propre site.
