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Target sponsors CW network’s location-based mobile search app

October 16, 2009

Target makes its mark

Target makes its mark

Retail giant Target is the launch sponsor of The CW network’s new iPhone application, CW City Wize.

The application offers map of locations featured on three CW dramas: “Gossip Girl,” “90210” and “Melrose Place.” Locations such as restaurants, hotels and spas where characters are seen in the three different shows are plotted in a map view, as are Target retail locations.

“With CW City Wize, we took a deeper look at how to further engage audiences and add interactivity to the mix,” said Randy Ahn, vice president of entertainment and sports at CBS Mobile, Los Angeles. “We wanted to bring the show world into the real world.”

The CW is a joint venture between Warner Bros. and CBS Corp., born when The WB and UPN networks merged in 2006. The network is home to such shows as “Smallville,” “One Tree Hill” and “Supernatural.”

Mr. Ahn said that The CW has one of the youngest-skewing demographics in network television and the application is targeted to consumers of both genders ages 12-25.

Target recently launched a line of clothes designed by Anna Sui based on what the characters of Gossip Girl wear. That line of clothing is being advertised in the application.

When the application is first opened, users can select from the three shows,  their current location or Target by clicking on the Anna Sui Target advertisement.

The application features locations from the three dramas and video clips of the scenes that take place at various locales.

Target banner ads are also featured within the application, with the retailer’s logo placed next to each show’s.

cwtarget2When clicked, the Target banner ad becomes a shopping assistant inside the application.

Once there, consumers can browse the Anna Sui collection and other Target items.

Consumers can also browse high-end locations with reviews and information provided by BlackBook Media Corp.

These locations, called Hot Spots, are top restaurants, bars, clubs hotels and shopping locations in the selected area, all filtered by category.

Specific locations have special offerings, for example, 10 percent off a meal or a free dessert.

Consumers show the open application with the offer to the retailer to receive the discount.

Mr. Ahn said that the Hot Spots were designed to be locations where The CW thinks its characters would frequent.

The applications are being promoted on The CW’s homepage and on-air during episodes on the network.

CW City Wize was designed to support multiple advertisers and Target does not have exclusivity on the application.

“Other sponsors can come on and take advantage of this rich-media opportunity, whether it’s full-page interstitial or on the map of where you are,” Mr. Ahn said. “This is something really new and really unique.”

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Chirs Harnick is editorial assistant on Mobile Commerce Daily and Mobile Marketer. Reach him at

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