Armani Exchange campaign with 14.5% Interaction Rate

Armani Exchange's first mobile ad campaign to promote its Spring 2009 collection saw an average click-through rate of 1.22 percent and interaction rates as high as 14.5 percent on the mobile site.The banner ads drove more than 48,000 users to the mobile site, more than 36,000 video views and more than 2,600 store locator look-ups.

Armani Exchange is "Accessible Armani" that defines a new dress code with a collection that takes its cue from urban lifestyle and music culture. “Armani Exchange’s target audience is high-income households and tech-savvy 18-49 consumers, a target that aligns extremely well with the iPhone demographic,” said Johanna Werther, product marketing manager at AdMob, San Mateo, CA.

The luxury retailer Exchange tested the mobile waters last summer with a text-to-win campaign. The "A/X $1,000 Shopping Spree Sweepstakes'" call-to-action was printed on the retailer's shopping bag. It asked customers to text the keyword AX to short code 276264 (ARMANI) for a chance to win a $1,000 shopping spree. Consumers who texted in were added to a mobile database and later sent text messages announcing new collection arrivals, exclusive offers, A|X events and mobile downloads. “This was a brand and a mobile experience that consumers found extremely compelling,” Ms. Werther said. From Mobile Marketer at http://bit.ly/alJt

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