David's Bridal launches multichannel mobile effort for prom season

David's Bridal has launched a multichannel mobile campaign to drive teenage girls into its stores during prom season.

It's a jammed packed campaign using MMS, SMS, mobile search, voting and polling and mobile couponing. The prom campaign was launched on Qwasi's mobile marketing platform.

"David's Bridal was looking for a fresh approach to attract teenage girls to their store for prom," said David W. Geipel, cofounder/COO of Qwasi, New York. "They understand that today's teen is texting more than talking and in order to reach them, they needed to use mobile to engage their audience.

"In addition to mobile, they also used email," he said.

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.

The campaign featured a Voting Message that allowed the user to select their favorite styles, a Store Locator that allowed them to search by ZIP code for a local store via SMS, picture messaging for those users who do not have mobile web access and even a Send-to-Friend component that allowed it to go viral.

Consumers can text the keyword PROM to short code 74362 to get content on their mobile 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 Web site, http://m.davidsprom.com.

David's Bridal launched its 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 created a complete mobile experience for their customers, which helps teens identify their styles and browse dresses directly from their cell phone," Mr. Geipel said. "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," she said.

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 service.

The mobile marketing and commerce platform makes it easy for catalogers, ecommerce, retailers and brick-and-mortar companies to realize the benefits of mobile through measurable mobile marketing campaigns.

The campaign launched in February when print advertising hit and was also promote via customer signup pages online.

David's Bridal built a sizeable list from Web signups and campaign participation that allows them to remain in contact with these customers in the future.

The campaign is still active now and will be finished at the end of prom season.

"David's Bridal was intrigued by the opportunity to connect directly with their audience via mobile," Mr. Geipel said. "Qwasi presented an integrated mobile strategy that gave them the ability to reach their audience via multiple mobile touch points.

"The primary business driver was the ability to create an interactive experience for their campaign," he said. "It accomplished that goal and many others."