Vans Europe, advised by Black iJack Communication and in partnership with OBAD Media, breaks new ground in the field of Customer Relationship Management.
During a month and a half, starting from mid-September, within the context of the promotion of its "Classic" shoes collection, a web and mobile advertising operation is running.
On that occasion, the brand organises a European competition to win a trip to Los Angeles for 2 people and many pairs of shoes.
> Advertising
The advertising campaign relies on European press ads, billboards and website.
People can enter the competition through Vans' website.
30K flyers displayed in a selection of points of sale in France, Spain, England, The Netherlands and soon in Germany also invites people targetted by Vans Europe to call a free phone number (OBAD's technology named M-Obad), to downlaod a rich media mobile site dedicated to the brand.
> Vans mobile site
The mobile site, 100% Java, is embedded on the mobile phone once uploaded, and is partially browsable without any wap connexion. To access this mobile site, users just have to click on the Vans icon automatically installed in the menu of their mobile phone.
Users have then free access to products informations, news of the brand, downloadable multimedia contents (wallpapers, videos), mobile vouchers to be showed in the points of sale of the brand to get discounts, and also to the adresses of these points of sale. They can also enter the competition to win the trip to Los Angeles. The mobile site is currently in english only, whatever the country.
> Goals
This mobile site allows Vans Europe :
- to display free multimedia content downloadable on mobile
- to entertain a european mobile community
- to create a database from scratch, opt-in and qualified
- to drive customers into points of sales, starting with Vans Stores only (in London, Paris, Berlin, Barcelona and Utrecht)
- to entertain its points of sale in order to develop customer loyalty
> Demo
If you are a resident of one of the following countries, just call the local free number below with your mobile to have free access to the Vans mobile site :
UK : 020.7099.5709
France : 01.76.60.71.20
Spain : 91.187.65.14
The Netherlands : 030.3100067
If you're not, or if your mobile is not compatible, download our PC emulator.
The Source, Europe’s b2b magazine for surf/snow/skate organized the third annual snowboard industry forum from the 26-28th of April 2007 in Chamonix France.
