Does Wacky Work With Young Consumers?

In his Computerworld article, Evan Schuman reports on two companies, Bloomingdale’s and Lowe’s, which have “each launched very different, and quite effective, mobile campaigns.”

Bloomoticons

Bloomoticons

Here’s why, in Schuman’s opinion, these campaigns are clever — and then read more about these wacky approaches to mobile marketing here:

Lowe’s created a series of commercials, and while the first commercial airs on television and in Web ads, the alternate versions — which continue the story — only exist online at Lowes.com. “Once online, geographic info about interested parties will be known. If they happen to have Lowe’s accounts and cookies saved, the chain will know their exact name, along with all behaviors after the ad is watched. Talk about precise return on investment (ROI), not to mention the ability to follow up with highly targeted responses,” writes Schuman.

Next, Bloomingdale’s has launched a series of 64 emoticon-like images, called Bloomoticons, that shoppers can put in various sequences and then send out as social messages. “This is supposed to reinforce marketing messages for key Bloomingdale’s apparel brands, including Sarah Jessica Parker, Rebecca Minkoff and Diane von Furstenberg. If it works, it would be a powerful way to use social media to spread marketing messages — from shoppers — to a wide audience,” Schuman writes.

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