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

Jaguar Sinks Teeth into MobileAds

Jaguar is promoting its XF car model with mobile banner ads within ESPN’s Fantasy Football 2009 Draft Kit iPhone application.Banner ads are running at the bottom of the iPhone application's screen. The ESPN application is the latest component of the sports network's overall multichannel portfolio and the company’s mobile strategy will only grow in importance going forward.

Consumers that click on the Jaquar XF banner ads are routed to a landing page where they are asked to enter their email address to receive a free brochure about the XF. Upon entering their email address, consumers are opting-in for future marketing communications from Jaguar.

Since 72 percent of iPhone users are male, Jaguar realized the potential of reaching out to consumers via the device. Additionally, ESPN’s application users are likely to skew male as well. There is a world of opportunity in mobile for luxury brands like Jaguar, as the automaker is focused on appealing to consumers on an individual level.

Jaguar has invested heavily to create and maintain its brand and mobile is about accessibility and personal attachment. The carmaker realized that luxury brands need to use mobile to reach their target consumer. It is a natural fit. From Mobile Marketer at http://bit.ly/NSlKP

For more information contact Andrew at damico@zipstripe.com

Levi's & JCPenney going mobile "Tuition" campaign

Levi Strauss & Co. and J. C. Penney Company Inc. have added mobile components to their national “Tuition” campaign to drive consumer participation.

Levi's and JCPenney teamed up with the Today Show iPhone application. Ads within the application encourage consumers to click to enter to win one of two $50,000 college scholarships.

“Levi’s and JCPenney’s national promotion is giving away $50,000 in college tuition, and if you look at the cost of education today, this is offer has tremendous appeal,” said Cindy Spodek Dickey, vice president of marketing at Zumobi, Seattle. The campaign combines mobile, digital, social and traditional media such as events. The mobile aspect lets teens sign up to receive text messages on their mobile phones about back-to-school sales and special offers at JCPenney. From Mobile Marketer at http://bit.ly/3fGkc

For more information contact Andrew at damico@zipstripe.com