ADOTAS – Mobile ad network Millennial Media and Stella McCartney are teaming up on a mobile banner ad campaign for the holidays. It represents the fashion designer’s first foray into mobile marketing.
The campaign seeks to build awareness and consumer interest for the Stella McCartney spring and summer 2009 collections, while concurrently establishing a significant presence for the Stella McCartney brand on the mobile Web.
“Stella McCartney is a luxury lifestyle brand, and this partnership, through a unique and unconventional campaign, is geared towards further strengthening the brand’s presence to a wider audience,” said Stella McCartney. “This initiative enables Stella McCartney to target, with a new approach, fashion consumers in the U.S., while also being true to the brand’s efforts in environmental responsibility since the campaign is digital and avoids any wastage.”
“With in-market competition and global demand for luxury goods at unprecedented levels, the world’s most respected designers and luxury brands are recognizing that old-fashioned marketing tactics are no longer the most viable means of engaging target audiences, particularly in a world dominated by online and mobile device usage,” said Paul Palmieri, president and chief executive officer of Millennial Media, Inc. “As result, cutting-edge fashion houses such as Stella McCartney are readily embracing and committing to fresh, new initiatives, including mobile advertising, to strongly differentiate their brands and product lines from an increasingly-crowded field of luxury goods purveyors. Moreover, mobile offers the added benefits of exceptional brand interaction and engagement through its ability to create distinctive, highly-personal user experiences, all of which other mediums cannot specifically offer to same extent.”