Waterford Crystal extends brand to mobile with new app
The application lets consumers make virtual toasts. When a consumer taps virtual glasses with another Clink-Clink user, they can exchange contact information, can become Facebook friends and publish their toasts to their Facebook walls.
“Part of our overall marketing strategy is to make Waterford Crystal more relevant to today’s younger consumers and the Clink-Clink application is one of the ways we are doing that,” said Regan Iglesia, senior brand director at Waterford Crystal, Wall, NJ.
“We also wanted to allow people around the world to celebrate New Year’s Eve with Waterford – beyond those present in New York’s Times Square as the Waterford Crystal Ball drops at midnight,” he said.
Waterford Crystal designs, manufactures and markets a range of crystal stemware, barware and giftware worldwide. Waterford Crystal is also the official crystal of New York’s Times Square New Year’s Eve Ball.
Reaching a new demographic
The application serves consumers exclusive offers, such as a free gift with a purchase of a certain amount from Waterford.
Consumers can select from five Waterford glasses to virtually toast with.
The application also features more than 100 prewritten toasts.
Mr. Iglesia said Waterford created the iPhone application to reach younger consumers who are engaged or recently married and starting to invest in their home. The application is also targeted to those who enjoy entertaining.
Regardless of age, Mr. Iglesia said the application appeals to a wide audience, anyone with an iPhone who wants to toast a new beginning on occasions such as the New Year, a wedding, anniversary or birthday.
Clink-Clink is free to download.
Waterford said it will look at the number of downloads and the Web site traffic it produces as means of measuring success.
Once 2,010 global toasts have been made, Waterfod plans to offer all Clink-Clink consumers a promotional code to use towards their next purchase at http://Waterford.com.
The Waterford application is being promoted via online advertising, billboards in Times Square and handouts to consumers in Times Square on New Year’s Eve.
“To symbolize the role Waterford Crystal plays in New Year’s Eve celebrations around the world, our fun new Clink-Clink iPhone application allows people to connect via a virtual toast with the clink of a phone,” Mr. Iglesia said. “And, your toasts will automatically post to your Facebook wall connecting everyone from near and far.”