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LG FashionWeek show incorporates 360-degree mobile strategy to engage attendees

April 15, 2011

Mobile enhanced the runway experience

The LG FashionWeek Beauty by L’Oreal Paris Show produced by the Fashion Design Council of Canada was supported by a 360-degree mobile strategy that encompassed mobile Web, SMS, QR codes and a mobile shop.

Taking place March 28-April 1 in Vancouver, British Columbia, Canada, the event used mobile to connect attendees to the calendar and schedule of events, designer information, special events, real-time social feeds and news from Facebook and Twitter, as well as a mobile shop with limited-edition designer items available for purchase.

“A mobile view was created from the existing Web site, so that any Google or social traffic to hit the site would be directed to the right content in mobile form,” said Matthew Snyder, founder/CEO of ADObjects, Vancouver, British Columbia. “Unlike most mobile Web sites, this was a design optimized for the smaller screens from the exact same Web site instead of designing a separate mobile site.

“Based on this cross-media strategy, the site offered ubiquitous access to the same content and design of LG Fashion Week Beauty by L’Oreal Paris,” he said.

AdObjects powered the mobile components at LG Fashion Week Beauty by L’Oreal Paris Show.

Code in fashion
The site was designed for ease of use with relevant information for participants of the event.

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The site at m.lgfashionweek.ca was optimized for mobile

Most commonly used items were the M-Shop, schedule and designer information as well as the news feed and photos section.

“Without any dedicated media spend, organically via search and social media, we were able to see traffic up to 10 percent of the overall traffic to mobile with this strategy,” said Robin Kay, president of the Fashion Design Council of Canada, Toronto.

The site’s traffic was also driven by SMS and QR code calls to action that were integrated into print media.

Campaigns in publications such as The Globe and Mail and Elle included QR codes and texting information. The calls to action asked readers to either text in or scan to receive information about the event and to enter to win free passes.

“Adding mobile to the print media campaigns was a unique way to leverage cross-media marketing that did not require any additional cost to create leads to mobile,” Mr. Snyder said. “What was interesting was the QR code actually out-performed SMS in traffic aggregation.

“The QR code is like an icon of mobility that drew users in to scan and access the site on their mobile phone,” he said. “We were so shocked by how much traffic we started to see when we ran the first newspaper advertisement that we were inspired to create a m-shop that would be linked to limited edition designer items that users could actually purchase using a QR code at the event.”

Shop on the run
A mobile commerce-enabled shopping destination was created to sell exclusive limited-edition items. Purchases could only be made via MasterCard, a sponsor of the event.

Fourteen designers from the runway show including Anu Raina-Tank, Chloe Comme Parris, Denis Gagnon, Duy Collection, Haight & Ashbury, Heather Lawton, HOAX, Juma, Krane, Line, LOVAS, Penicullus Bellum, Sid Neigum and Stinabaaz sold merchandise via the mobile shop.

Several items were physically on display in a posh setting with tags that had QR codes on them for access to the item for purchase. Consumers that scanned the items, were connected to the mobile shop.

During the first three days of the event there were about 1,000 scans from the attendees.

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Consumers could browse and buy limited-edition items via the mobile shop

“The mobile shop was an example of how mobility and retail can be optimized for immediate access of purchase at the point-of-sale by your mobile device,” Mr. Snyder said.

Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at giselle@mobilemarketer.com.