Mobile marketing has been using in retail industry. Cosmetic brand – CLINIQUE added a mobile call to action into its printed advertisement of the promotion within Bon-Ton Stores Inc.-owned Bergner’s weekly circular.
Here is the zoom-in:
This campaign used mobile to activate its print component. People who are interested in CLINIQUE’s promotion can text the word “GIFT” to a specific code in order to receive future promotion alert.
By adding this SMS component in the advertisement, consumers are attracted by the printed visual and starts a 2-way conversation with the brand. CLINIQUE collected a sizable mobile database for future promotion. It will enable high potential redemption for future program as consumers have opted-in to show their interest in hearing from CLINIQUE. Also, this mobile marketing can leverage the print assets. It is a good integration of printed advertisement and mobile marketing.
Ref: 1. http://www.mobilemarketer.com/cms/news/messaging/6634.html
2.http://www.clinique.com/cms/customer_service/privacy.tmpl?ngextredir=1#yourchoices
3. South China Morning Post, 26 Jun, 2010, P. B8)
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