Tiffany Targets Ladies Via Smartphones

Iconic jewelry brand Tiffany & Co. used mobile to promote its new product line to female consumers in their 30s who use iPhone or BlackBerry smartphones.

Tiffany wanted to create buzz and excitement around its new collection, drive footfall to its new concept store in California and generate product sales. The jewelry brand also wanted to underline the key differences of the new concept store compared to former incarnations. “The goal was to drive consumers in store,” he said.

As a luxury brand, a clean, seamless and intuitive interface and user experience wTiffany’s key demographic is high-net-worth females ages 28-54, with a strong interest in fashion, shopping and luxury products.ere key. “Our insight combined with their consumer research found that many of their target consumers are iPhone or BlackBerry users,” Mr. Carney said. “We identified the iPhone in particular as not only a great way to deliver brand innovation and get that story out, but provide content and functionality that is relevant to that audience, letting them experience the Tiffany shopping experience via their smartphone,” he said.

The mobile site let visitors find out about the new store, get directions via Google Maps and click-to-call the store. From Mobile Marketer at http://bit.ly/13I4kV

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ESPN - Mobile is their media "Glue"

ESPN digital media executives stressed that mobile is a key component of the sports network's overall multichannel portfolio of products and services and will only grow in importance going forward.

Given that ESPN operates in every channel one can think of -- television, print, online, radio and mobile -- the executives praised SMS in particular for connecting all of the various media and making them interactive. ESPN claims that it has the most-trafficked sports mobile Web site, the most-downloaded sports application for iPhone and the No. 1 sports SMS alerts service, as well as a growing amount of mobile video coverage.

"Mobile is the glue for everything we do," said Oke Okaro, vice president of ESPN Mobile, Bristol, CT. "It's an activation channel, a way to bring people into the fold, let them test the mobile waters and then bring people into more comprehensive platforms such as the mobile Web, applications and live video on the mobile phones... It's important to drive awareness and adoption of our mobile products and services, and integration with our TV programming is a great way to accomplish that," he said. "The X Games had robust mobile messaging campaigns that enabled people attending the events to text information to screens and vote on outcome of events themselves, which saw really good engagement.

"There are two mobile use cases: people looking to complete a specific task such as check a score, and people looking to kill time -- entertainment," he said. "We try to satisfy both." Smartphones drive 70 percent of our mobile Web traffic, with BlackBerry alone representing 40 percent, so it makes sense to bring this all-encompassing experience to BlackBerry devices," Mr. Okaro said. "It features contextual integration of sports data with video and alerts that bring you into the app so you can then consume the latest content.

"We want to use all different channels -- TV, print, online and radio -- and mobile is the glue that sticks everything together and drives engagement," he said. From Mobile Marketer at http://bit.ly/E9fud

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