Swarovski drives holiday retail traffic through Pinterest, Instagram holiday contests - Luxury Daily

By Staff reports

November 27, 2013

Swarovski app

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Harrods attracts children with Princess-themed Disney boutique
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Luxury FirstLook 2014 New York Jan. 15: Peninsula Hotels, Barneys, La Prairie, L?Oreal Luxe, Pratesi, American Express Publishing, Brian Atwood
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Webinar on Dec. 3: Luxury Outlook 2014: Up, Down or Flat?
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Swarovski drives holiday retail traffic through Pinterest, Instagram holiday contests
Precision-cut crystal maker Swarovski is embarking on a multi-pronged social initiative Nov. 29 called "12 Moments to Give" that contains Instagram and Pinterest components and aims to drive substantial United States retail traffic.
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Net-A-Porter hopes to catch fire with new Hunger Games collection
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Maserati challenges entry-level luxury with Ghibli campaign
Italian automaker Maserati launched its Ghibli model at the Los Angeles Auto Show with a new campaign that aims to disrupt the entry-level luxury automotive market.
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Milan delivery route bolsters Miami?s luxury expansion
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Jaeger-LeCoultre raises $790K at (RED) auction
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Happy Thanksgiving!
Luxury Daily is not publishing on Thursday, Nov. 28 and Friday, Nov. 29 in observance of Thanksgiving. Eat up!
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Purdey & Sons fetes bicentennial via limited-edition book
British gun and rifle maker James Purdey & Sons is celebrating its 200-year history with a bicentennial book that gives a detailed historical account of the brand and its dedication to craftsmanship.
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Tiffany, Hugo Boss, Raf Simons and Luxury brands ? News briefs
Today in luxury marketing - Tiffany Q3 net up nearly 50pc; Hugo Boss drops 2015 profit target on China slowdown; Raf Simons to sell ceramics at Piasa Rive Gauche auction house; Luxury brand stocks fall in Europe.
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Inviting nominations for the 2013 Luxury Daily Awards
Luxury Daily is inviting nominations for the most prestigious luxury awards handed out annually: Luxury Marketer of the Year, Luxury Retailer of the Year, Luxury Agency of the Year, Luxury Publisher of the Year and Luxury Researcher of the Year. The awards recognize work done in calendar year 2013.
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App store SEO is most overlooked user acquisition channel
How can search engine optimization, one of the most important user acquisition channels for Web marketers, be so overlooked in the mobile sector?
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Nebraska Lottery drives mobile app downloads via geo-targeted media buy

By Kari Jensen

November 26, 2013

Nebraska Lottery recently ran a mobile campaign to build up hype for an application launched earlier this year that resulted in a low cost-per-click for the brand.

Skar, an Omaha, NE?advertising firm, worked with the Nebraska Lottery and Varick Media Management to target 18- to 50-year-olds in Nebraska and encourage them to download the company's app and play online. Nebraska Lottery?aimed to attract users from all income levels.

?The target audience was found as a result of action, not inference,? said McLeod Sims, media trader at VMM, New York. ?We found efficient placements and users and focused the majority of the budget in these areas.?

?The ad was geo-targeted to Nebraska and ran on both mobile optimized Web sites and in-app,??he said.
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Lottery winnings
The Nebraska Lottery sells $1, $2, $3, $5, $10, $15 and $20 scratch tickets and offers Lotto games such as Powerball, 2by2, Nebraska Pick 5, Nebraska Pick 3, MyDaY and Mega Millions.

With Nebraska Lottery?s mobile app,?consumers can get winning numbers, learn about beneficiaries and locate Nebraska Lottery retailers. The app is available for iOS and Android platforms.

The mobile campaign ran from Sept. 2 to 29. It aimed for a cost-per-click of less than $1 for mobile ads, with a goal to avoid fraudulent clicks on ads and attract people who are interested in the playing the lottery.

By using its propriety data management platform, The Lens, VMM analyzed Nebraska Lottery?s audience. VMM found that posting real-time lottery jackpot amounts attracted higher-income users.

VMM also determined that during the campaign Android users downloaded the Nebraska Lottery app more often than iPhone users.

?Android phones are typically used by lower-income people who also typically play the lottery more,? Mr. Sims said.

In addition, the mobile campaign aimed to increase downloads of the Nebraska Lottery?s mobile app, which was launched in July.

Game time
Skar has worked with Nebraska Lottery on other campaigns, such as the ?Find Your Game, Find Your Fun? scratch game campaign. The mobile campaign resulted in a CPC of 58 cents, much less than the projected $1 or less CPC.

As mobile use increases, more organizations are turning to mobile optimizers, such as VMM, to generate publicity and increase product awareness.

Nebraska Lottery officials said they plan to continue to do more mobile campaigns.

?They've?been doing mobile display as a part of all of their digital initiatives,? said Eva Johnson, marketing manager at VMM, New York.

Final Take
Kari Jensen is a staff writer?on Mobile Marketer, New York

Kari Jensen is staff writer on Mobile Marketer and Mobile Commerce Daily. Reach her at kari@mobilemarketer.com.

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