Prom Fashions on Your iPhone

Posted by at 9:28 am on May 15, 2009

Qwasi announced the launch of David’s Bridal Prom Mobile which allows girls to access the latest fashions for prom on their mobile phones. The Prom campaign was launched on QWASI’s Mobile Marketing Platform that enables David’s Bridal to tap into the power of mobile marketing. The campaign includes SMS promotions, a mobile site with a click-through slideshow of the retailer’s latest fashions, a store finder and send-to-friend capabilities.

Teenagers- or anyone for that matter- can text the keyword “PROM” to 74362 to get content on their cell phones, vote for their favorite dress styles, and get special targeted promotions leading up to the big day. They can also browse styles at the new mobile website, http://m.davidsprom.com.

“We have seen a positive reaction to our initial mobile marketing messages from our customer base. We utilized the mobile channel to communicate an urgent ‘last chance to enter’ message for a scholarship contest running on davidsprom.com. The mobile call to action produced a spike in contest entries 24 hours following the message,” notes Carol Steinberg, VP, Internet, David’s Bridal Inc.

David’s Bridal launched their mobile initiative at the start of the Spring 2009 prom season. Interactive by nature, teenagers are the heaviest users of text messaging; according to a 2008 Nielsen Mobile report, the typical U.S. teen mobile subscriber (ages 13-17) now sends or receives 1,742 text messages per month (compared to making or receiving 231 mobile phone calls).

“We’re excited to see the early results from this text messaging campaign. It’s obvious that teenagers desire to engage in mobile campaigns. Brands have realized that it’s important to reach customers and David’s Bridal is clearly demonstrating the power and reach of mobile marketing,” says David Geipel, Co-Founder Qwasi, Inc. “We created a complete mobile experience for their customers that helps teens identify their styles and browse dresses directly from their cell phone. They can then receive additional targeted offers, share the mobile site with their friends and have access to a store finder to locate local stores. Mobile is all about relevancy and interaction and they’ve nailed it in this one.”

Qwasi provides agencies and retailers of all sizes the means of driving in-store traffic, increasing order size, building customer loyalty, improving communication and reaching new customers through an interactive mobile ordering solution.

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