Henkel fabric softener brand Snuggle was able to get in on the frenzy surrounding Valentine’s Day and build a relationship with consumers to gather data by producing love videos for mobile users.

Snuggle is lending its mascot out to lovers this week to celebrate yesterday’s holiday, as consumers look to entertainment for free gifting on the hallmark celebration. An online platform that integrates with SMS allows users to create their own videos featuring Snuggle the bear, which could potentially opening the door for future Snuggle to entice future communication.

“Snuggle’s mission has always been to make the world a softer place by bringing people together,” said Bibie Wu, vice president of marketing of laundry conditioners and home care at Henkel Corporation. “And there is no better way to show your loved one how much you care than with a custom video valentine.”

Clicking on Get Started will begin the video making process. Fans can select from song choices Time of My Life and Lovin’ You.

After selecting a song, Snuggle prompts users to enter in their name the recipient’s. Users can then log in with their Facebook or allow access to their device’s camera roll to select pictures of their loved one for the video.

Following the selection and formatting of the photos, users must then input their email or phone number. They will then receive a verification number, which must be entered into the Snuggle Serenade Web site.

The video generator will then send users via text or email their video after the completed version of the video. Participants can then send it to their loved one through social media or text.

Snuggle’s video features the mascot singing to the song the user picked, along with the photos he or she selected incorporated.

Video and messaging
Video generators are becoming more common with brands hoping to build a fun relationship with fans and drive sales in the process.

For instance, Beauty brand Benefit cosmetics wielded an innovative tool in which users on mobile can create their own videos featuring different shades of its new lipstick and then purchase.

The trendy cosmetics brand connected with its consumers through an online tool it hopes will be deemed cool by users in which they can choose various levels to a video that feature lips talking. Users can select the shade of lipstick they want and see the pair of lips say a phrase of interest and strike a pose (see more).

SMS is also extremely important for brands and retailers in connecting with consumers.

Similarly, specialty apparel retailers Victoria’s Secret and Express demonstrated the key role that SMS contests have during the holiday shopping season by helping engage loyal audiences and maximize sales.

The retailers each launched campaigns encouraging users to opt-in and share with friends for SMS programs to create a close relationship in time for the biggest retail season of the year. Fans of the brands kept their phones close by for notifications on entering multiple contests for giveaways and shopping sprees (see more).

“So with just one day left until the holiday, we encourage everyone to create their own Snuggle Serenade to spotlight the people closest to their hearts,” Ms. Wu said.