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Timberland uses Microsoft Tags at special events to deepen brand experience

October 11, 2011

Timberland trend booklet includes 2D bar codes

Timberland is partnering with Lucky magazine to promote its fall collection via style booklets that feature Microsoft Tags and help deepen the brand experience.

The trend booklets showcase Timberland’s women’s collection for fall and include top picks from Lucky for various outdoor occasions, along with the Microsoft Tags linking to style videos. The booklets will be handed out at events across the country and will also be available digitally.

“Consumers are increasingly using their mobile phones while consuming other media and the adoption of 2D bar codes continues,” said Brian McGovern, senior marketing manager of digital media and CRM for Timberland, Stratham, NH.

“By leveraging 2D bar codes, we may deepen the brand experience for consumers through other digital content and provide more information about Timberland brand and products,” he said.

“We’ve previously used mobile bar codes in-store and within past print advertising where we saw an immediate response and engagement.  It’s not yet relevant for all consumer segments, but does target mobile-savvy consumers who may be pleasantly surprised to see our ads and seek additional, behind the scenes content.”

A mobile engagement
Timberland developed the trend booklet, titled “A Stylish Season,” through a partnership with Lucky.

Print and online versions will be distributed, including to all guests attending Timberland Style Night Out events in October and November.

In total, approximately 10,000 of the trend booklets will be distributed.

Street teams will also hand out the booklets to locals who cannot make it to the event.

Lucky will distribute a digital version via its social and promotional media channels. 

The Style Night Out events are being held by Timberland at its stores and in Nordstrom locations to present the brand’s fashion-forward winter boots and provide attendees with tips from style experts.

On Oct. 19, the Timberland retail store in San Francisco will treat guests to one-on-one consultations with stylist Maggie Hong.

Other events will be held in New York and Boston.

The events and booklet also support Timberlands sponsorship of the Sundance Film Festival.

Timberland is also testing 2D bar codes in its women’s and men’s print advertising and in select out-of-home efforts.

“The overall goal is to leverage mobile engagement to extend the impact of our Trend Booklets in-store and drive consumers to view and share our digital content and products,” Mr. McGovern said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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