American Greetings is hoping to drive sales through its Halloween-themed card collections, available on multiple mobile and tablet applications.

While the brand is promoting its Boogie Fever Halloween card collection in stores, it is aiming to drive sales of membership to its justWink and Cardstore mobile and Web sites. American Greetings is also offering free digital e-cards for the upcoming holiday to increase brand awareness among consumers.

“Halloween leads right into our peak season of winter holidays, and we are expecting to see card purchases remain stable in comparison to recent years,” said Radhika Balasubramaniam, senior brand manager for mobile at American Greetings, Cleveland, OH. “We are especially excited about the new Creatacard app and new Halloween content on the LIVE Greetings app because they give a whole new audience the opportunity to share Halloween wishes.”

Custom cards on apps
Consumers may add their own personal touch to their Halloween wishes via the Creatacard iPad application and LIVE Greetings mobile app. American Greetings hopes to cater to children with the option to design paper greeting cards using soon-to-be-released Halloween stickers from the Creatacard app.

“With two of the sticker packs featuring beloved licensed characters from American Greetings Strawberry Shortcake and Care Bears and one geared towards grown-ups (who make and send about 25 percent of Creatacard cards), there are fun new additions for everyone!” Ms. Balasubramaniam said.

The Creatacard app was specifically designed to target American Greeting’s large client base of children. Kids are encouraged to use their creativity to create drawings that can then be transformed into paper cards, printed professionally and mailed anywhere in the world.

The LIVE Greetings app seeks to stir up Halloween fun with interactive digital cards and customizable voice messages. The justWink mobile app, which is free for download, is geared more towards adult audiences, with sassy and sweet Halloween cards that can be enhanced with the inclusion of a personal photo or message.

A justWink card can be sent by text, Facebook, Twitter, email or regular mail.

“The LIVE Greetings and Creatacard apps offer consumers the benefit of personalized cards that can be quickly and easily sent anywhere in the world,” Ms.Balasubramaniam said. “The unique combination of customization and convenience provides the opportunity to connect with the important people in your life using thoughtful personal messages.”

Catering to mobile channels
American Greetings recognizes the necessity for mobile strategies, and believes that offering consumers the opportunity to create meaningful cards via mobile channels will augment the brand’s mission of helping customers enhance relationships to create laughter, love and happiness.

The brand does see large amounts of consumer traffic come from mobile devices, but also offers Cardstore, a desktop site, to create customizable Halloween cards and invitations available that the retailer can stamp and mail for the consumer.

“Over 60 percent of the US population currently has a smart phone with the numbers rising every day,” Ms. Balasubramaniam said. “We recognize that mobile devices are integral to our consumer’s lives and know the power of receiving a personalized message through a greeting card; therefore, providing mobile apps to keep people connected is a natural extension for American Greetings.

“At American Greetings, we want to make sure we are there with the best cards to suit our customers’ individual needs, no matter which channel they choose.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York