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Ralph Lauren runs in-app ad to promote shoppable storybook

September 14, 2010

ralphlauren-copyRalph Lauren is running a banner ad promoting its first-ever shoppable storybook in the New York Times Editors’ Choice iPad application.

The interactive ad lets users watch a video, as well as shop the brand’s new collection. Ralph Lauren worked with the Medialets platform to build the ad.

“There are benefits of running banner ads from two perspectives,” said Paran Johar, chief marketing officer of Jumptap, New York.

“It allows advertisers to have a richer experience than on the mobile Internet,” he said. “And because of mobile advertising, it provides an uncluttered environment that lets advertisers engage with users to a much deeper degree.”

Mr. Johar is not affiliated with Ralph Lauren or involved with the ad. He is a third-party source based on his advertising experience. 

Ralph Lauren did not respond in time for press.

Storybook collection
The banner ad is featured on the bottom of the application. It reads, “Ralph Lauren presents the first ever shoppable storybook.”

Additionally, users can slide the banner to meet the Ralph Lauren gang, which is featured in the video.

Here is a screen grab of the banner ad:


When users click on the ad, they are redirected to Ralph Lauren’s storybook page.

There, users can watch a video that is narrated by Harry Connick Jr.

Here is the video:


Mobile childhood
The storybook video features children who are dressed in Ralph Lauren apparel. Consumers can shop the entire collection featured in the video.

Here is a screen grab of the landing page:


Prices for the girl’s collection range from $16-$365 and $16-$350 for the boys.

Here is a screen grab of the page:


When consumers click on a specific item, they can view the name of the item, price and description.

Users can select a color and size and choose how many items they want.

Consumers can then add the item to their shopping bag or save it to their wish list.

In addition to the Storybook collection, consumers can shop for men, women, baby, home and sale items.

When users browse articles via the application, there is also a full page Ralph Lauren ad featured.

Here are some screen grabs:



“It’s important not to take an impression-based approach,” Mr. Johar said. “There should be a much more focused approach to engage their audience.”

Final Take
Rimma Kats is editorial assistant at Mobile Commerce Daily, New York.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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