Millennial Media and luxury lifestyle fashion brand Stella McCartney announced their collaboration to develop and introduce a mobile advertising campaign for holiday shoppers throughout North America.
The campaign, which launches today and continues through the end of January, represents the fashion designer’s first foray into mobile marketing. The brand’s holiday-focused integrated marketing efforts include print and online advertising, direct mail, in-store, point-of-purchase signage, channel marketing and public relations programs.
The campaign seeks to build awareness and consumer interest for the Stella McCartney spring and summer 2009 collections while establishing a significant presence for the Stella McCartney brand on the mobile Web. The effort is specifically targeted at modern and style-conscious shoppers.
The initiative rings true to the brand’s efforts in environmental responsibility because it’s digital and avoids any wastage, McCartney said via a press release.
For the launch of the campaign, a series of distinctive banner advertisements will be prominently placed on various mobile Websites. The initiative also offers shoppers a mobile store locator to pinpoint the closest Stella McCartney retail location and a feature for subscribing to future news and information updates from the Stella McCartney brand.