Bloomingdale’s use of mobile marketing in its Lexington Avenue store window is an example of the way in which the channel can give legs to traditional media.
The retailer’s Lexington Avenue windows were transformed into three studio vignettes, with Bloomingdale’s, Apartment Therapy and Elle Decor each designing one room, using furniture and décor from the Bloomingdale’s home store. There is a call to action in the window display, which encourages consumers to vote for their favorite vignette via text message or online.
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","iv":"cbbd0485390951f0aa53c924fbb53f5a","s":"67c6a6549388ff5d"}