October 24, 2013
Italy’s Giorgio Armani is generating interest in its Armani Live in NYC digital real-time journal Oct. 22-29 and subsequent One Night Only event through a mobile banner ad found on New York magazine’s The Cut.
The ad’s placement, movement and mention of New York is likely to attract the attention of readers. A mobile ad with relevance to readers outside of expected fashion promotions is more likely to generate a click-through.
“Updating content in real time is a great way to re-engage consumers if the content is compelling enough to bring them back,” said Rachel Lewis, senior strategist at iProspect, Fort Worth, TX.
“By touching various aspects of the brand’s heritage and product offering, Armani Live is likely to appeal to a broader audience through a something-for-everyone strategy,” she said.
“Keeping this content fresh may maintain the interest of consumers who find the content relevant to their particular interests.”
Ms. Lewis is not affiliated with Armani, but agreed to comment as an industry expert.
Armani was unable to comment before press deadline.
One night only
When the homepage loads, readers of The Cut’s mobile-optimized site may be drawn to the rotating Armani banner ad before exploring the day’s content.
Phrases such as “one night only,” “New York City” and “eccentrico” readers will likely entice readers to click-through to discover more about Armani Live.
A frame of Armani's rotating Armani Live ad
A click-through brings readers to the Armani Live in NYC microsite. Armani Live is a real-time digital journal that includes editorial content, exclusive interviews, videos and photographs that give fans a glimpse into the world of Armani.
This edition of Armani Live Oct. 22 - 29 is curated by Style.com’s editor at large, Tim Blanks, and is dedicated to Armani’s connection with New York. Readers can also experience Armani’s One Night Only event via Armani Live.
Armani Live homepage
Sectioned off into tiles there are articles, image galleries, videos and diary entries for enthusiasts to enjoy. Topics range from an interview Mr. Blanks conducted with Giorgio Armani about New York, Mr. Armani’s diary entry about his downtown Manhattan office and an article titled “The Armani Experience” written by Cathy Horyn for the New York Times.
Tiles on Armani Live
Other topics include a tutorial for the nude makeup look, Armani Instagram posts, an Armani playlist on Spotify and Mr. Armani’s top ten list of New York attractions.
Armani's nude makeup look
Armani's Armani Live journal can be accessed at http://alive.armani.com/nyc-by-tim-blanks/us.
The One Night Only New York event will take place Oct. 24 where Armani will show its Privé collection, Nude and haute couture designs. Similar events have taken place in Rome, Beijing, London and Tokyo reports WWD.
Branded magazines can cultivate consumer engagement while displaying brand personality.
For example, French jeweler Cartier expanded the reach of its publication, Art magazine, to a wider audience through a new iPad application that allows readers to experience the issue with interactive features.
Cartier’s free iPad app features the jeweler’s 34th edition of Art magazine, a publication that explores different ways to perceive art and the art of living (see story).
Similarly, British watchmaker Christopher Ward looked to increase brand awareness through a magazine filled with content focused on the lifestyle of watch enthusiasts.
The 53-page fall/winter publication gives readers an overview of Christopher Ward timepieces as well as brand sponsorships and other topics likely to appeal to fans of the brand (see story).
There is a fine line between mobile ads that complement and disrupt the content page.
“Finding the balance between attention-grabbing and distracting can prove difficult for brands,” Ms. Lewis said.
“The placement is an important consideration point when adapting creative to fit the audience and serve the initiative,” she said. “It may challenging for a brand’s ad to stand out on a content-heavy Web site like The Cut, which features extensive imagery and articles.
“The Armani Live ads leverage a flashing feature to capture consumer attention in a crowded content space.”
Jen King, editorial assistant on Luxury Daily, New York