m.Net Corporation, Australia’s leading mobile marketing company, has created a mobile site to promote Oroton’s new Summer 09 range as part of an integrated retail, print (marie claire) and mobile campaign.
The new mobile site features a preview of Oroton’s Summer 09 range, a downloadable fashion video and a competition to give consumers a chance to win their favourite Oroton summer bag.
To promote and drive consumers to the mobile site, Oroton adopted the use of Quick Response (QR) Codes. These are two-dimensional barcodes that commonly store contact information and mobile web URLs. Many leading magazines, including marie claire, have taken up this new technology.
“The use of mobile technology within print media as well as at a retail store level offered an intriguing way to engage consumers in real time through access to additional information. Given the defined space available within a print page or shop window, QR Codes represent an effective way to further interact and communicate with interested consumers.” Janine Garner, Group Marketing Director, OrotonGroup, explained.
“Consumers are invited to either take a picture of the QR Code within marie claire or from selected Oroton shop windows with their mobile phone. They are then directed to the Oroton mobile site for access to exclusive content.”
As some consumers may not have access to QR Codes, an SMS number is also made available for them to request the Oroton mobile site via text messaging. m.Net assisted Oroton and marie claire in delivering the branded campaign.
“This is a truly integrated campaign between retail, print and mobile media. Oroton has demonstrated how to successfully leverage both traditional and new media to launch its new season Summer 09 range,” said Kristy Manson, Sales Director m.Net.
“The partnership between Oroton and marie claire demonstrates how brands can work together to continue to deliver innovative retail solutions,” Susie Loxton, Marketing Director, marie claire, said.