Hallmark eCards opts for fun romance through iMessage this V-Day
As the greeting card industry has dramatically shifted in recent years thanks
to technology, Hallmark has managed to ride the way due to its ability to adapt
to new platforms instead of attempting to combat them. Hallmark eCards has
launched a campaign for Valentine?s Day that taps a fitting celebrity, Fabio, for
stickers sent though an iMessage extension.
?It is important to us, at Hallmark Labs, to be able to provide digital
offerings that entertain our traditional audiences and engage new audiences,?
said Jeffrey Allen, Executive Director, Marketing and Operations at Hallmark
Labs. ?We encourage our artists to explore all types of mediums and design and
innovate to offer a robust portfolio of products that all fall into the
category of what greetings are today, either digital, mobile or physical.
?IMessage stickers are both fun and an easy way to show you care,? he said.
Hallmark heroes
Model/actor Fabio, who became iconic in the 1990s for his presence on the cover
of numerous romance novels, is once again lending his long-blonde locks to a
romance campaign. Hallmark eCards is hoping consumers will download its app and
purchase digital cards for Valentine?s Day through a campaign featuring Fabio.
Users who download the Hallmark eCards app can add an
extension that allows them to send the stickers from Hallmark to each other
through iMessage. Stickers featuring headshots of Fabio, along with a
Valentine?s Day themed expression such as ?sexy land? can be sent to one
another.
In order to install the extension, users have to download
the app. Hallmark is hoping that consumers will then purchase its eCards for
the holiday, and other events in the future.
The Fabio Valentine's Day stickers for iMessage are free. To install,
iPhone users open iMessage and add the extension.
After that, they can send the stickers to any iMessage user.
IMessage marketing
Apple?s latest iOS 10 update, released earlier this fall, has empowered
retailers and developers with new tools for driving app usage and engagement,
similar to Hallmark.
One useful change that you have probably noticed is that Web site links can now be auto-previewed within the iMessage application.
Further, message threads have become more dynamic, allowing
users to initiate activity from apps directly within iMessage (see more).
Coach and Marriott were two of the first marketers to introduce iMessage apps
containing branded and customizable content, taking advantage of the newfound
ability for third-party developers to create stickers, emojis and mobile games
within the platform.
Mobile messaging marketing platform Snaps is powering more
than one dozen branded iMessage apps for companies including Burger King,
Coach, Dunkin? Donuts and Toyota. In addition to rolling out new sticker packs,
some brands ? such as Coach ? are launching iMessage apps that enable users to
enjoy a completely personalized experience, suggesting that this communication
medium could take the emoji craze to new levels (see more).
?We decided to bundle it, yet offer it for free, because although people may be
looking for one particular holiday, for example, Valentine's Day - we want to
show them that we have eCards for all occasions from holidays to birthdays to
just because,? Mr. Allen said. ?This was a great way to be able to offer
something to engage new audiences and showcase our products.?