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Behr paints bold mobile palette pairing nostalgia and personalization

Paint brand Behr is pairing two popular mobile-driven activations ? uploading nostalgic photos and personalizing content ? in a new promotion designed to help do-it-yourselfers reconnect with colors from their favorite memories. 

The effort includes a mobile-optimized Web site ? ? where users can rename their favorite hues after uploading a photo for a chance to win a paint sample or a trip. The genesis of the campaign comes from customers who have expressed interest in helping name colors. 

?We know the importance that mobile devices, both phones and tablets, play in the lives of our consumers every day,? said Tanuja Singeetham, vice president of digital marketing at Behr. ?When we first came up with the concept that became the Color a Memory campaign, it was extremely important to us that this digital experience work effortlessly on desktop and mobile channels. 

?The crux of the campaign rests on fans having memorable photos they want use to match and rename colors ? and we know so many people take and save memorable photos on their smartphones,? she said. 

?We have had great success with our popular mobile app, ColorSmart by Behr Mobile, available for smartphone users in both iOS and Android. It's a convenient, easy to use tool to help you find your perfect Behr color, discover new designer-coordinated color combinations, and preview your color choices in room scenes and on exteriors. This campaign further builds our desire to create rich, mobile experiences for our consumers.
A little more than a week into the Color A Memory campaign and Behr reports that close to 40 percent of all traffic to the site has come from mobile users. 

Throwback Thursday
?The promotion leverages the popular social media hashtags #WBW, for Way Back Wednesday, #TBT, for Throwback Thursday, and #FBF, for Flashback Friday, inviting consumers to upload their throwback photos and digitally match a color from the photo to a Behr paint color. 

In a first for the brand, consumers can then personalize and rename that color as well as share their color socially through the hash tag #ColorAMemory. 

Consumers can also enter for a chance to win an 8-oz. sample of paint or a trip to visit the location in the memory. The promotion runs through Nov. 13. 

Behr is available exclusively at The Home Depot. 

The promotion targets do-it-yourselfers, encouraging these industrious consumers to embrace how the right color can make them feel different emotions. 

Getting personal?
Building the campaign around mobile makes a lot of sense not only because users spend so much time uploading photos from their devices and engaging on social media, but because these are very personal devices that are increasingly tied up with consumers memories, home-improvement projects and other everyday aspects of their lives. 

Mobile?s core role in consumers? lives is why a number of retailers and brands have embraced it for paint-related strategies. 

Recognizing that choosing the right shade of interior and exterior paint is a pain point for do-it-yourself shoppers, The Home Depot set out to develop a mobile application that would enable users to view a realistic depiction of what a particular shade would look like in their home, resulting in the Project Color app (see story). 
?Consumers ask us all the time about how color names are chosen,? Ms. Singeetham said. ?Choosing a paint color for your home can be a difficult choice, and color can hold a strong emotional connection to our memories. 

?The Color a Memory experience enables people to revisit memorable moments in their life and hone in on a specific color, and then bring it into their spaces,? she said. ?What?s more, fans have expressed interest helping us name paint colors, so this allows them to participate in a personal way.?

Final Take
?Chantal Tode is senior editor on Mobile Marketer, New York