The company is running the mobile ads within Us Magazine’s iPhone application. The mobile banner ads encourage consumers check out the company’s new products.

“The Zappos campaign allows the consumer to customize the shoes or items they are viewing which allows for a good level of interaction and personalization,” said Simon Buckingham, CEO of Appitalism, New York.

Mr. Buckingham is not affiliated with Zappos. He commented based on his expertise on the subject.

Zappos did not respond by press time.

Spring into mobile
The Zappos mobile banner ad reads “Fill In Your Spring Style Story. Tap to Expand.”

The Zappos mobile ad

When consumers tap on the mobile ad they are taken to a mobile landing page that lets them choose an option from each dropdown menu featured to create their own adventure.

For example consumers can choose one option from different categories such as animals, colors, patterns, designers and fictional nouns.

Once they are finished, consumers can tap on the “show me my story” button.

Then, users are given their spring style story which features their choices.

Additionally, the mobile ad lets consumers shop the latest trends that Zappos offers and download’s its iPhone application.

What is smart about this campaign is that it is engaging, timely and relevant.

Spring is coming up and fashion-savvy consumers are always on the hunt for the next big trend.

By incorporating an interactive component, Zappos is able to build a relationship with its mobile users and then continue it when they downloaded the company’s iPhone app.

Mobile efforts
Zappos has been building its mobile initiatives over the past few years.

In addition to an iPhone app, the company rolled out an iPad app last year that lets consumers shop its popular looks.

The monthly iPad app adds editorial content to its digital catalog of products and shows consumers how to style shoes and accessories. Users who shop via the app also get an extra incentive with next-day delivery (see story).

“[With this campaign] I think Zappos is asking a mobile consumer to make five different selections is a little onerous and will lose a lot of consumers along the way,” Mr. Buckingham said. “I think a similar level of personalization could be provided with say three selections.

“It is hard to tell a story with a mobile phone,” he said. “They should think novellas rather than novels in designing their mobile campaigns.”

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