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OfficeMax offers incentive to drive mobile ad click-throughs

The company is running the effort within Pandora’s iPhone application. OfficeMax is running full-page audio and expandable ads.

“The OfficeMax mobile ad campaign is compelling as it is both timely with many people looking to potentially get organized for the new year and also incentivized with its 20 percent discount offer,” said Simon Buckingham, CEO of Appitalism, New York.

“The ‘20% Off Everything’ sale is a good incentive to get people to click through to OfficeMax’s mobile site,” he said. “The orange background to the mobile banner ad makes a pleasant change from the usual white backgrounds that so many mobile ad campaigns sport.”

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

OfficeMax did not respond by press time.

Mobile incentive
Through the mobile campaign, OfficeMax is offering consumers a 20 percent discount off of everything.

When consumers tap on the mobile ad, they are redirected to the company’s mobile-optimized site where they can shop the latest products and browse by category including office supplies, paper, technology, furniture, cleaning products, as well as ink and toner.

The mobile site also features search functionality at the top of the screen that lets consumers search by specific product, keyword or item number.

Through the campaign, consumers can also browse the company’s weekly ads, check out its MaxPerks promotion and tap on the store locator tab to find the nearest location.

Furthermore, consumers can sign-up to receive the company’s emails or opt-in to its SMS database to stay up-to-date on the latest news.

Mobile evolution
OfficeMax has been ramping up its mobile efforts over the past year.

Last year, an OfficeMax keynote at the Mobile FirstLook: Strategy 2012 conference discussed the retailer’s approach to mobile which revolves around giving customers easy access to the brand ahead of delivering ads (see story).

Most recently, the company took its popular ElfYourself holiday marketing mobile this year with an application that increased brand awareness and drove in-store traffic (see story).

“All in all, OfficeMax’s campaign is in line with its ‘Work With Us’ tagline, as it certainly works for me,” Mr. Buckingham said.

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