JP Penny Takes Mobile Marketing Old School
Posted by michael on Jul 8, 2008 in Mobile Marketing
I just knew mobile marketing would play a major role in the deluge of back-to-school related media in the coming weeks and months. Of course, I never would have guessed that a medium so contemporary would go old-school for one of the most talked about ads of the summer.
JC Penney is putting the bulk of its advertising dollars behind a back-to-school campaign designed by creative agency Saatchi & Saatchi. That hyped ad being released next week is a spoof of the 1985 teen angst movie The Breakfast Club, which will illustrate the broad range of selections that Penneys sells via brand names such as Arizona, Decree, Le Tigre and Fabulosity.
The “cinema ad,” which runs 60 seconds is already turning up in previews on mobile phones across America. It features a montage of recreated scenes from the popular 80’s movie, with “updated characters wearing colorful Penney outfits.” Best of all, the video’s soundtrack is a remake of “Don’t You (Forget About Me),” the Simple Minds anthem closely associated with the film, which Entertainment Weekly named the best high school movie of all time.
Apart from the minute-long mobile ad, a shorter 30-second version will begin running on national network and cable TV in July and August.
scott kline | Jul 9, 2008 | Reply
It is very clear that listeners will be driven by promotions in the physical world to use the mobile device as a RESPONSE MECHANISM TO INTERACT WITH BRANDS!
At Adheadz.com, we continue to see Mobile Response rates higher than 15% when Brands run radio, TV and traditional advertising with their Mobile Tag like ‘Text Adheadz to 51684 for More Information”.
The increase of Mobile Tagging, where marketers add their brands’ Keyword and Short Code (like ‘Text Adheadz to 51684 for More Information”) onto their brochures, collateral and marketing outreach, is similar to the use of URL tagging which happened at the onset of the Internet.
All the best – Scott
Scott Kline
scott@adheadz.com
LeilR | Jul 9, 2008 | Reply
Another example of big brands opting for mobile campaign over any other tool.
It’s good to know that marketing and advertising agencies acknowledge the big portion of mobile subscribers as well- targeted segment. This is by including mobile marketing in their mix. And in this case, mobile marketing campaign was the first campaign tool of choice, beating tv ads.
Jim Dugan | Jul 9, 2008 | Reply
Instant global marketing will work best when combined with instant mobile ecoupons or variations of an offer and instant metrics inorder to create instant change. This works best when the advertiser has control of making the change and getting the real-time metrics. When the final point of purchase is reached the strongest campaign will have the shopper with your offer in their hand and that they use. It can be video, static, push/pull or a combination thereof. But, Unless companies realize that they need to be everywhere all of the time (in the users’ hands), they will have a tough time sticking around.
Anvil | Aug 11, 2008 | Reply
Cute ad, but the target audience — teens going back to school — will likely miss the Breakfast Club connection. The film was made in 1985, five to ten years before current high schoolers were even born.
Top search engines | Jun 23, 2009 | Reply
recently started using it with my business and the mobile coupons have been really successful. It seems to have a better conversion rate than my print coupons because people have them on their phones wherever they go. With cellyspace you can create a mobile alert with your own unique keycode