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EBay flaunts online, in-store deals via interactive mobile campaignBy
The online giant is running the iAd campaign to tout RedLaser as more than simply an app that scans bar codes. The ads are running within apps such as Pandora.
“We used iAd because we wanted to engage current users and make them aware of all the features RedLaser has to offer beyond bar code scanning,” said Lisa Marvin, marketing manager at eBay, San Jose, CA.
“We also wanted this campaign to introduce them to the new look of RedLaser that was released with the 5.0 launch,” she said.
The iAd banner includes the RedLaser logo and copy that reads, “It’s the ultimate shopping companion. See why.”
When consumers click on the ad, a landing page prompts consumers to tap around on the screen to see what other features the app includes besides bar code scanning.
RedLaser is a key part of eBay’s strategy in moving its online roots to bricks-and-mortar retailers, and therefore selling the app as a one-stop hub for shopping is critical for the company.
The iAd campaign highlights RedLaser’s partnerships with retailers including Ace Hardware, REI and Safeway, and as consumers click on the pages, calls-to-action demonstrate the local and deal parts of the app.
For example, one page encourages consumers to ‘Shop locally’ and find deals at nearby stores. In the background of the ad, deals from Home Depot and Walgreens can be seen.
Another piece of copy promotes RedLaser’s online deals from retailers including Kmart and Sears.
The bottom of the ad encourages consumers to launch the app. A click-through on the banner ad opens up Apple’s App Store. From there consumers can either open the app or download it to their device.
Many marketers leverage mobile ad campaigns during the holidays to drive app downloads, and eBay is smart to run the ad right before two of the biggest shopping days of the year — Black Friday and Cyber Monday.
EBay has been steadily updating its RedLaser app in the past few years as retailers look to get a better grasp on controlling showrooming.
In April, the app was updated to include a deals tab that uses location to let consumers find nearby deals at retailers (see story).
As consumers increasingly use their mobile devices to research, compare prices and shop, retailers are increasingly partnering with third-party apps such as eBay to gain a competitive advantage through an app that has a large user base.
EBay claims that the RedLaser app has been downloaded onto more than 27 million iPhone, Android and Windows Phone devices.
Last year Best Buy became the first retailer to partner with eBay on a campaign to geofence its approximately 1,100 stores (see story).
For this campaign, eBay is also running a desktop component with creative that drives consumers to http://redlaser.com/application.
However, mobile is obviously the dominant platform of the campaign since the goal is to drive app downloads.
“Mobile is the primary component of our campaign since it allows people to take action immediately by either launching the app if they are a current user or downloading it, once they’ve been inspired by our ads,” Ms. Marvin said.
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York
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