Elizabeth Arden, ipsh! Fantasize about Brit and K-Fed

If you’re the kind of person who would run out and buy the new Britney Spears fragrance Fantasy, without blinking an eye, do we have a campaign for you. Taking Goodby Silverstein Partners’ FantasyBritneySpears.com online campaign globally and into the mobile marketplace, Omnicom’s mobile marketing firm, ipsh!, worked with GSP to create what it’s calling the first-ever cross-continental mobile marketing campaign.
Omnicom’s ipsh!, which was hired to help strengthen brand loyalty and awareness of the Elizabeth Arden fragrance, now allows fans worldwide (e.g. UK, U.S., UAE, Spain, Italy, South Africa) to download the same ringtones (of Britney-recorded messages, not songs) and Fantasy-branded wallpaper off the Fantasy website. The site also offers an interactive game where players can upload pictures of their “crush”, play the dating game with Cupid’s bow and arrow, watch the Fantasy TV spot, send-to-a-friend, and even download audio of Britney herself telling the Cinderella story of her and hubby Kevin Federline.
The Fantasy theme of the site surrounds the viewers in a fairy tale, page-turning experience. Britney tells users her own fantasy, which takes place in a forest ala Fern Gully–only without the tractors cutting it all down–and shares a story about a girl (herself) chasing and being chased by a boy (K-Fed) until he strikes her with Cupid’s arrow. Of course, the real story could be translated a bit differently, but as long as consumers are picking up the scent—and according to ipsh! project manager, Ken Singer, the company is already seeing “significant consistent traffic”–nothing else matters.
But regardless of whether or not you buy the “true love” story, since Brit and K-Fed’s fairy tale is more tabloid than Shakespeare, ADOTAS finds out what made Elizabeth Arden go mobile. “The campaign is a branding exercise–the client [Elizabeth Arden] is marketing the Britney website as a whole,” says Singer. “Perfumes are products that personify personalization. Mobile technology is the technical equivalent–the mobile phone is the most personal device available. The message of “personalization” made a mobile marketing campaign a perfect vehicle to launch a youth-driven fragrance.”
As for how they are getting the word out about the pop idol’s pretty in pink perfume, Singer tells us that other than the send to a friend option, they’re letting Brittany do the talking. As he tells us, “All of our ringtone/wallpaper campaigns are intrinsically viral. The wallpapers have images of Britney and the ringtones are recordings of her voice. Every time the phone rings, Britney’s voice will be promoting the fragrance to anyone within earshot.”
How does your fantasy stack up? Visit www.FantasyBritneySpears.com to find out.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More Features
-
Loading ...
Latest News
- AppNexus Officially Launches Ad Platform Fueling the Real-Time Bidding Revolution in Display Advertising March 17th 2010 ADOTAS – AppNexus announced the launch of its advanced ad [...] more »
- Discovery Communications Partners With Pointroll to Launch DIG@TORIAL March 17th 2010 ADOTAS – PointRoll, a subsidiary of Gannett Co., Inc., has [...] more »
- Evolve Umbrella Planted in the Pub Garden March 17th 2010 ADOTAS – Marvel is a great brand and Marvel.com is [...] more »
- Google and China Continue High Risk Chess Game March 17th 2010 ADOTAS – Chinese firms selling advertising space on Google’s search [...] more »
- Muddy Waters for The FCC’s New Plan March 17th 2010 ADOTAS -Tuesday the FCC relased a plan with over 200 [...] more »
- To Pay, or Not To Pay March 17th 2010 ADOTAS – Only one in five U.S. consumers is willing [...] more »
- Rebranded Image Space Media Revamps Pub Interface March 16th 2010 ADOTAS – No one at in-image advertising service Image Space [...] more »
Features
- Yahoo! Wants to Get More Personal March 17th 2010
- Creative Considerations for the iPad March 16th 2010
- Amazon Leaves Colorado Affiliates Out in the Cold March 12th 2010
- Secret Salsa Recipe: The Best Digital Marketing Mix March 11th 2010
- The Basics of Brand Protection March 10th 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- Sr Director, Marketing Services
- Senior Web Analyst
- Account Director
- Director of Analytics
- Manager, Business and Trade Media Relations
Recent Comments
- Gavin Dunaway: They're similar, but Ning is more a competitor to Facebook and MySpace while StumbleUpon considers
- Steve Feldman: Does StumbleUpon compete with and does essentially what Ning networks does?
- Bulent: I wonder how many of the clients would accept a media plan, that would -as
- Nickster: How about we just vote out all of these socialist big government politicians and take