SYDNEY: Luxury accessory brand Oroton has declared its latest mobile marketing campaign a success.
Oroton launched an integrated retail, print and mobile strategy to promote its spring/summer 2009/10 collection, partnering with mobile marketing provider Mnet Group for the latter component.
A special campaign ran across consumer fashion magazine marie claire and select Oroton store windows late last year, encouraging consumers to scan a special barcode using their phone or SMS the word 'Oroton' to go in the running to win a prize. Consumers were then instantly directed to a new, interactive mobile site.
The site allowed respondents to enter the competition, view the brand's collection, learn more about its history and view exclusive video footage from the runway.
According to Mnet, almost half of respondents instantly interacted with the service, eight times above the industry average. Some 30 per cent of consumers entered Oroton's nationwide competition using the mobile site, with an equal split of consumers arriving at the site via the special barcode and SMS service.
Oroton group marketing manager Janine Garner said mobile marketing is an important tool for the brand.
"The interactive campaign allowed our customers to engage with the Oroton brand across traditional channels including retail and print, as well as an innovative mobile strategy. The results of the campaign showcased that our consumers were responsive and engaged by this new method of communication."