CoverGirl targets women with mobile ads for LashBlast mascara

 Procter & Gamble’s CoverGirl cosmetics brand is promoting its new LashBlast mascara via a mobile advertising campaign that is running on female-targeted WAP sites. Banners are running on sites that comprise the Quattro Wireless mobile ad network. The ads encourage consumers to click to find out how to get “bold, notice-me looks.” BrandInHand is P&G’s agency of record and declined to comment for this story.

"It is a no brainer that young women live and breathe on their mobile phone," said Steven Rosenblatt, vice president of ad sales for Quattro Wireless, Waltham, MA. "Cover Girl has been an industry leading brand in mobile for years now and their agency BrandInHand absolutely understands how to develop successful mobile campaigns.  "This is a great opportunity to connect with women and to also create a one-on-one dialogue with them through the text club," he said.

Consumers that click on the banners are routed to a landing page, which is available in both English and Spanish. The landing page is a micro site created especially for LashBlast products. The landing page gives users more information on the new LashBlast mascara and also links to CoverGirl’s Color Match line of products. Site visitors can browse CoverGirl products, watch videos or get tips from the experts.
Consumers can get tips from pros on how to apply shadows, liners and mascaras, as well as tips on how to get the perfect brows.

"Mobile is the ultimate one-to-one marketing vehicle," Mr. Rosenblatt said. "If a consumer opts-in and says that they want to receive information from your brand on their mobile device, these are definitely your most loyal and engaged customers. "Marketers have to be thinking about using mobile advertising to help build their consumer database because more and more consumers are using their mobile as their primary text communication device, whether via email or SMS," he said.

Site visitors can click to join the CoverGirl Text Club, which lets consumers opt-in for marketing messages from CoverGirl. Participants get deals, tips and freebies via two or three messages per month. Consumers that sign up for the CoverGirl Text Club get coupons sent to their phone as well. For example, one of the text-message promotions is a coupon that lets participants save $1 on any CoverGirl product and another gives any CoverGirl face product free to consumers that buy a foundation. From Mobile Marketer at http://bit.ly/KR37x

For more information contact mike@zipstripe.com

Future of SMS Marketing

SMS marketing is where Internet marketing was 10 years ago: still in its infancy, but evolving faster than anyone could imagine.

Everyone is texting. It is basically becoming more common than email and regular phone conversations.

Text is the future of communication. It is the backbone of teen and young adult's social lives and will grow with this new generation "Generation TEXT" into their professional lives. Even in daily business, text is how many meetings get scheduled.

Since people probably spend more time texting than watching TV, ads will naturally have to gravitate towards the viewers. We are starting to see that evolution now. More TV commercials are including a text component with text-to-win, viewer feedback and etcetera.

An effective mobile marketing campaign provides critical market research on a mass scale, which is much more effective than the use of focus groups. In addition to market research, mobile is a great way to drive sales while building a one-to-one relationship with the consumer.

Mobile introduces an entirely new relationship with the consumer. In the past it was one message to the masses. Today, using mobile, brands send the message of "How can I build a closer personal relationship with you, Mr. Consumer, and deliver exactly what you desire." From Mobile Marketer at http://bit.ly/11Mk1P

For more information contact mike@zipstripe.com