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Kenneth Cole taps QR codes for Father’s Day giftsBy
Kenneth Cole is taking a different approach with a mobile bar code initiative for Father’s Day that does not encourage users to shop from the company’s mobile site, but rather drives traffic to retail partners.
Kenneth Cole is running a QR code-enabled print campaign that lets consumers shop the company’s watch collection as part of a Father’s Day promotion. The print ads ran in the June 7 edition of the newspaper amNewYork.
“Placing mobile bar codes in print allows a brand to connect with users,” said David Javitch, vice president of marketing at Scanbuy, New York.
“With mobile bar codes, brands can deliver relevant content in a convenient and simple way – users scanning can learn more about a brand, its products and services,” he said.
Mr. Javitch is not affiliated with Kenneth Cole. He commented based on his expertise on the subject.
Kenneth Cole did not respond to press inquiries.
The print ads feature a picture of two Kenneth Cole watches with a QR code in the corner of the ad. Copy above the mobile bar code encourages users to scan to learn more and enter a sweepstakes.
The mobile-equipped print ad
When scanned, users are directed to a campaign-specific mobile site – http://m.kennethcoletime.com. The site is also accessible via a desktop.
Users can browse the company’s full collection of watches and choose to shop them via three department stores’ Web and mobile sites – Nordstrom’s, Dillard’s and Macy’s.
Users can sort watches by collection
When users tap on a specific department store, they are taken to a filtered page for Kenneth Cole watches. Consumers can then read reviews and check-out via the stores’ sites.
Consumers can also vote for their favorite watch via the campaign. One user will win the watch in addition to other prizes and a Kenneth Cole gift card.
Compared to other mobile commerce initiatives, the Kenneth Cole campaign is unique because it is based around driving online ROI at department stores for a seasonal promotion.
Additionally, by giving consumers the choice to buy from three different stores, users might be more likely to browse around a site more, which increases online basket size.
A QR code-enabled print ad is a great way to get consumers interested in a time-sensitive campaign, especially leading up to a holiday.
The campaign is also using mobile video as a way to showcase the watches. The video is prominently placed at the top of the mobile microsite and focuses on showing consumers what the watches look like from multiple angles.
A screen shot from the campaign video
Design for mobile
This is not the first mobile initiative from Kenneth Cole around a seasonal promotion
For example, in 2010 the company rolled out an iPhone app as the centerpiece of a holiday campaign that drew mcommerce sales (see story).
Given the timeliness of holiday promotions and consumers shopping for gifts, holiday-themed mobile campaigns can be a great way to drive sales and awareness around a brand.
Macys, for instance, ran an iAd campaign this past holiday that let consumers shop a look book and learn more about the 2011 Believe campaign (see story).
“It is important to provide consumers with a call to action. Give them a reason to scan the code and also inform them how to scan it,” Mr. Javitch said.
“Mobile bar codes are still a relatively new technology for consumers. Educating consumers on how to use codes in a simple and easy fashion will go a long way,” he said.
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York
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