April 9, 2008
Mobile Marketing in Cosmetics
An innovative Mobile Marketing campaign by pontomobi for the Cosmetics Industry that came in my in box:
Natura, the major cosmetics brand in Brazil, invested in mobile marketing to promote the launching of its new products line Chronos.
Instead of making a traditional invitation to the press conference, the branded opted for a surprising mobile interaction.
Every journalist received an invitation by e-mail with a link to open a web video. In the video, the team from Natura’s PR starts to talk about the press conference and one professional asks if there was somebody missing to contact and they decided to call that person.
Surprisingly the name of the journalist appears on the mobile phone screen and the real mobile phone rings. When the journalist picks-up the phone there is a voice-recording message from Natura’s team inviting him to the press conference.
Everything happens in real-time and the response to the event was beyond every expectations.
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