Vogue, Rachel Roy let consumers Shop, Watch, Win

Rachel Roy, a division of Jones Apparel Group, has partnered with Vogue magazine for a special iPhone initiative to celebrate the launch of several new Rachel Roy projects.

The interactive experience features a shopable fall look book from the new Rachel Rachel Roy collection, episodes of the Rachel Roy documentary produced by Vogue.TV and a sweepstakes to win looks from the new Rachel Rachel Roy collection. “The Rachel Roy brand came to us wanting to look at ways to bring the brand to a place where people can interact with it anywhere any time,” said Stephanie Horton, creative services director at Vogue, New York. “The iPhone is really big right now so we thought it would be cool to do something on it and appeal to that market.”

The interactive look book includes 13 fall looks personally selected by Rachel Roy from her new diffusion line, Rachel Rachel Roy and includes affordable contemporary sportswear, footwear, handbags and jewelry.
The iPhone initiative also features the three-episode documentary called Behind The Lens, produced by Vogue.TV and famed director Douglas Keeve. The documentary gives viewers a behind-the-scenes look into Ms. Roy's daily life, from fittings in her showroom to time with her family and the launch of her new diffusion collection. IPhone users can also sign-up for email updates from Rachel Roy about seasonal trends and new products or visit Rachel's Facebook or Twitter pages.

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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

For information please contact mike@zipstripe.com