Rimmel London commits to mobile marketing

Posted by Bearing on Thursday, July 30, 2009

Make-up brand Rimmel London has launched a mobile internet portal to drive awareness of its products and grow its database of consumers.

A mobile ad campaign, along with a Bluetooth push, will run across sites including Flirtomatic, Heat, O2 and 3 until mid-August.

The site, developed by media agency OMD with mobile agency MIG, features a range of Rimmel product information and videos. It also includes the opportunity to apply for a free sample and opt in to receive further information via SMS or email.

In the first week of the campaign, which kicked off earlier this month, Rimmel received more than 10,000 sample requests, with almost half opting to receive more information.

Shannon Watts, Rimmel’s senior brand manager, said mobile was a useful tool to communicate with its consumers on a more personal level. “Mobile has opened up a new communication channel that allows us to have a regular dialogue with customers while providing content that can be viewed at their convenience,” she added.

Source: New Media Age

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