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Uniqlo taps mobile to drive giveaway promotion

The company is running audio and expandable mobile ads within Pandora’s iPhone application. By offering an incentive, Uniqlo is encouraging click-throughs.

“Uniqlo did a great job on this mobile marketing ad, this encompasses all that mobile advertising is supposed to accomplish,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“The ‘grab’ of a contest with a great win will encourage click-throughs,” she said. “The ad helps Uniqlo collect a consumer’s name, email, ZIP code, gender, residency and birthdate, which all value add demographic statistical points for future marketing efforts.”

Ms. Troutman is not affiliated with Uniqlo. She commented based on her expertise on the subject.

Uniqlo did not respond to press inquiries.

Mobile target
The mobile audio ad asks consumers “What Could You Win?”

Additionally, the expandable mobile ad reads “100 Winners, 100 WonderQubes. Grand prize: $5,000 shopping spree. Enter Now.”

When consumers tap on the mobile ad they are redirected to the company’s Web site.

From there, the campaign would have proved to be more effective had the landing page been mobile-optimized.

After consumers pinch-and-zoom they can tap on the Enter Now button to participate in the promotion.

Users are then taken to another page where they are encouraged to sign up for Uniqlo’s email newsletter, as well as the giveaway.

Consumers can complete a form for a chance to win one of 100 prizes = from jeans and shirts to a year of socks.

Driving awareness
A mobile advertising campaign such as this is a great way for Uniqlo to bolster awareness for its giveaway promotion.

Additionally, Uniqlo is smart to use mobile to build its email database. From there, they can target and reach consumers with new offers and updates.

“One point would be to add an explanation for why the phone number is needed even though this is not a required field, to give a comfort level for consumers to enter this field – which will in turn help with texting campaigns going forward,” Ms. Troutman said.

“Overall, one of the best mobile ad campaigns I’ve seen,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York