Perry Ellis? spring campaign blooms with mobile ads on ESPN, Esquire
Apparel brand Perry Ellis is running mobile ads on Esquire.com and ESPN.com to drive engagement with its spring campaign Very Perry.
The campaign includes spring images that feature the first collection from its new creative director. To spread the word, Perry Ellis has chosen top publishers in the industry on the mobile channel.
?This season, designer Michael Maccari brings sophisticated, progressive designs that harken back to the brand?s legacy of levity and wit,? said Oscar Feldenkreis, president and COO of Perry Ellis International, Miami. ?The campaign is a great reflection of the brand?s heritage, as well as an indicator of where the brand is headed.?
The campaign will be featured in the February issue of Men?s Health and in March fashion books, including GQ, T Magazine, Esquire, Fast Company, ESPN, and OUT, as well as outdoor campaigns in New York, Los Angeles, Dallas and Canada.
Digital elements will also be presented across desktop, mobile and tablet.
Mobile ads will be delivered to smartphone users that browse ESPN.com and Esquire.com, among others.
The spring collection incorporates elements of nontraditional style and unique fabrics as well as performance-inspired sportswear.
Even though the ads have not been released yet, they will likely be interactive and contain movement, because the inspiration of the collection comes from movement and versatility.
The photographic images accompanying the Perry Ellis Spring 2015 advertising campaign aim to showcase duality and juxtaposition. In one shot, a model kicks through the frame of the image while his counterpart narrowly misses his foot. Another shows the model flipping in the air.
Dressing up mobile
Fashion brands are increasingly using mobile ads to modernize their campaigns.
For example, flash sales retailer Rue La La is targeting its user base on publishers' apps, including USA Today, with a banner ad featuring dynamic product suggestions based on prior searches that are deep-linked to product pages, bringing mobile users directly to the point of sale.
The suggestions are delivered to USA Today readers in the form of standard banner ads that appear in between editorial content. Since Rue La La?s inventory is constantly changing, the banner ads let readers know what is currently available for purchase (see story).
Also, fashion retailer Express? entrepreneur campaign that ran in Condé Nast-owned men?s magazine GQ leveraged messaging technology from Iris Mobile that personalized content delivered to each user.
The Saas platform combines behavioral data analytics and a personalized content recommendation engine to build relationships between brands and their consumers. The tool learns the interests and preferences of each user and then delivers offers based on these to drive conversion (see story).
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York