Black Friday
Express kicked up their mobile offers this Black Friday, especially its level of immediacy with SMS offers to consumers by incorporating rich media messaging into the messaging that changed depending on the type of device the consumer was using.
Express worked with Iris Mobile on a cross-platform Black Friday campaign that sent out eight messages between Nov. 18 - Dec. 3. Consumers that were already opted-in to Express’s SMS alerts were sent Black Friday-specific coupons. I was one of those consumers who purchased via mobile device from Express on Black Friday's Eve but I did not receive any SMS text messages as I do not opt-in to them. I was compelled to go to Express's mobile website due to the excessive amounts of emails that screamed deal after deal.
Consumers could go to http://www.express.com/blackfriday and sign up for deals. I went to the page after black friday and found that Express is already preparing for Black Friday 2014! You can sign up with your email address or mobile number to recieve updates regarding exclusive deals.
Express worked with Iris Mobile on a cross-platform Black Friday campaign that sent out eight messages between Nov. 18 - Dec. 3. Consumers that were already opted-in to Express’s SMS alerts were sent Black Friday-specific coupons. I was one of those consumers who purchased via mobile device from Express on Black Friday's Eve but I did not receive any SMS text messages as I do not opt-in to them. I was compelled to go to Express's mobile website due to the excessive amounts of emails that screamed deal after deal.
Consumers could go to http://www.express.com/blackfriday and sign up for deals. I went to the page after black friday and found that Express is already preparing for Black Friday 2014! You can sign up with your email address or mobile number to recieve updates regarding exclusive deals.
OWn the moment
In the spirit of Express's holiday campaign, they are producing a video each month that displays the new winter looks. Consumers can check out these videos on the app or on YouTube. Certain songs that Express followers voted on through their social media channels are used as the soundtrack in the videos. |
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new year's eve
The specialty retailer is promoting a NYE sweepstakes for one consumer to win a trip to NYC including airfare, hotel, dinner and a shopping spree. The primary method of entry is mobile. Consumers text the word NYE to 397-737 to be entered. They may also receive coupons throughout the rest of the holiday campaign.
"Express has woven in engagement layers that are mobile-focused: customers can earn extra entries at any time before the sweepstakes closes on December 11 by taking and sharing a selfie on Twitter or Instagram using the official hash tag #EXPownit."