Bloomingdale’s use of mobile marketing in its Lexington Avenue store window is an example of the way in which the channel can give legs to traditional media.
The retailer’s Lexington Avenue windows were transformed into three studio vignettes, with Bloomingdale’s, Apartment Therapy and Elle Decor each designing one room, using furniture and décor from the Bloomingdale’s home store. There is a call to action in the window display, which encourages consumers to vote for their favorite vignette via text message or online.
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","iv":"4361a95d9244e02f62e40314e625a6d8","s":"c79bb42d4f328eab"}