Bare Escentuals incorporates mobile into direct mail strategy
By Rimma Kats
March 22, 2011
Bare Escentuals is placing mobile bar codes within its Macy's direct mail pieces to educate consumers about its new skincare products.
Macys is using Microsoft Tags on the postcards, that when scanned, redirect users to a mobile video. Additionally, consumers can bring the direct-mail piece in to select Macys locations for a free sample.
Microsoft Tags allow brands to provide consumers an array of information beyond the printed page, said Anna Kim-Williams, senior global strategist at Microsoft, Redmond, WA. Tags are interactive and consumers can choose what products they want to learn more about, providing a unique vehicle to influence in-the-moment behavior.
Bare Escentuals wanted to create a three-dimensional experience for consumers.
The company, along with Macys, took two-dimensional content and translated that into a more interactive experience for consumers.
Bare Escentuals decided to link the Microsoft Tag to a video to keep the conversation going with the consumer so that it would not just be a quick glance at a mailer or print ad.
When consumers scan the Tag, it redirects them to a video where they can learn more about the skincare products.
This months video introduces consumers to Bare Escentuals new bareMinerals Skincare product and the company plans to feature a different video next month that will educate customers on the new ingredient, RareMinerals ActiveSoil Complex.
The direct mail postcard
Consumers can scan the Tag to learn more about the products
I think well see mobile code usage continue to increase across all different types of industries and scenarios from product catalogues and packaging to travel and car brochures, Ms. Kim-Williams said.
The more companies use Tags, the more consumers will be exposed to the technology and then they will be more likely to use the technology on their smartphones, she said.
All about the Tag
Bare Escentuals specifically chose the Microsoft Tag bar code platform so that the company would be able to change and update content.
The company is not the first to incorporate Tags into their mobile initiatives.
Last year, Allure magazine used Microsoft Tags as an entry point into the magazines annual Free Stuff giveaways resulted in 444,572 scans, making it the largest mobile bar code campaign to-date (see story).
USA Today is using Microsoft Tags to promote its new Mobile Hoopla contest and encourage fans of the annual mens college basketball tournament to enter (see story).
Additionally, Herbal Essences has rolled out a retail mobile campaign and is using Microsoft Tags on its in-store shelf talkers to help shoppers determine which hair products are best for them (see story).
Consumers are turning to their mobile phones more and more to engage the world around them and learn more about products, services and brands, Ms. Kim-Williams said. Tags are a simple, effective and low-cost way to tap into that consumer expectation and provide targeted, personalized experiences.
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