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Millennial Media, Inc., the industry’s largest and fastest-growing mobile advertising networks company, and luxury lifestyle fashion brand Stella McCartney today announced their collaboration to develop and introduce a distinctive mobile advertising campaign for holiday shoppers throughout North America.
The campaign, which continues through the end of January 2009, represents the fashion designer’s first foray into mobile marketing. In addition, the initiative plays a critical role in the company’s holiday-focused integrated marketing efforts, which also include print and online advertising, direct mail, in-store, point-of-purchase signage, channel marketing, and public relations programs.
Created and implemented exclusively by Millennial Media, the campaign seeks to build awareness and consumer interest for the Stella McCartney spring and summer 2009 collections, while concurrently establishing a significant presence for the Stella McCartney brand on the mobile Web. The collections feature pieces with Stella McCartney’s signature style of sharp tailoring, natural confidence, and sexy femininity. The effort is specifically targeted at modern and style-conscious shoppers.
For the launch of the campaign, a series of distinctive banner advertisements will be prominently placed on various mobile Web sites within Millennial Media’s premium mobile advertising network. This network is the largest in the U.S. with over three billion monthly impressions across more than 2,000 quality sites.
As consumers visit news and information sites on the mobile Web, they may click on any Stella McCartney banner to be immediately transported into an interactive fashion experience that closely replicates window shopping via a mobile device. When at the mobile Web site, located at http://lp.mydas.mobi/custom/stella/iphone/index.php for iPhones, and at http://lp.mydas.mobi/custom/stella/index.php for all other smartphones, a user then selects the Stella McCartney collection she wishes to explore. The user is then directed to a mobile fashion show, a series of look books which showcase each item in the collection. The user may then click on a specific design or accessory for a closer, detailed look.
In addition, the initiative offers shoppers an easy-to-use mobile store locator to pinpoint the closest Stella McCartney retail location, and a feature for subscribing to future news and information updates from the Stella McCartney brand.
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
