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Goals
- Create a qualified mobile database
- Create traffic on Chanel's wap site
- Inform consumers about new collections
- Test the effectiveness of Web/mobile campaigns
Cinematic
- Email campaign to 20,000 mobile contacts to :
- Encourage them to go on the website and fill a entry form
- Receive mobile goodies (logos, photos, ringtones)
- Download a Karl Lagerfeld video of the presentation of Chanel's Cruise Collection
Results
- Conversion rate : 10% - 2,000 registrations
- Activation rate : 90% of registrants clicked to get goodies
- 50% of registrants clicked to download the video
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