American Eagle Outfitters Discovers The Mobile Value Of A Picture
Written by Evan SchumanOne of the great things about mobile-marketing efforts today is that they can sometimes take the seemingly innocuous—something that always has been truly innocuous—and turn it into a little-noticed CRM bonanza. Consider a contest announcement made on Wednesday (June 15) by an American Eagle Outfitters brand (Aerie), where consumers were asked to use an app (Pose) on their phone to shoot pictures of people wearing that chain’s clothing.
The winning pictures would be displayed on the chain’s 25-story Times Square LED screen, and the photographer would get a $150 Aerie giftcard. The real prize goes to American Eagle, which can analyze and leverage the metatag data associated with each photo, revealing brand, store location, where the photo was shot and price. Shortly, such images could report back with much greater detail, including SKU, and, with near field communication, data could even include CRM history of both the photographer and the person being photographed. When they wrote that a picture’s worth a thousand words, they may have been frighteningly accurate.
-Marc
June 16th, 2011 at 2:46 am
Excelent campaign!
Let me show you another interesting mobile marketing campaign conducted by McDonald’s in Sweden.
Using location, the users around an interactive billboard could take their control and play a game through their mobile terminals.
June 16th, 2011 at 6:54 pm
All I can see here are privacy and security questions left, right, and center. What if the person being photographed is unaware of the photo? What if they don’t want to be CRM-ed to death by American Eagle Outfitters? How will American Eagle Outfitters protect that information? What will they do with it? What sort of meaningful opt-out of the information collection could the photographed subject provide?