L'Oréal promoted its Garnier Pure Active and Ambre Solaire products via the mobile channel as a means of differentiating the brand.

Adenyo created and launched a java-based "Spotman" game for the Garnier Pure Active brand, which encouraged users to learn about Pure Active products. For Ambre Solaire, Adenyo created three sites: two mini-sites offering diagnostics information to help visitors understand which products were right for them and a third site for customers to discuss and rate Ambre Solaire products.

?L'Oréal had several goals with regard to their mobile efforts,? said Kevin McGuire, chief operating officer and chief technology officer of Adneyo, Toronto. ?They wanted to make sure they are taking advantage of how personal mobile is as a way to differentiate the brand.

?Additionally, L'Oréal wanted to provide consumers with brand expertise anytime and anywhere and extend their proximity marketing to hard-to-target markets,? he said. "The brand also wanted to be associated with a new, state of the art media.?

The L'Oréal Group is the world's largest cosmetics and beauty company.

The Adenyo platform included a mobile ad serving technology and content management system that made it easy to create the mobile site and adapt its presentation for different devices and formats, including customization for iPhone and smartphones.

The platform also provided L'Oréal with statistical tools to know everything about the mobile site, including user visits and behavior.

L'Oréal made a $300,000 mobile banner buy. Ads ran on sites within the Nokia Media Network in Europe.

The idea was to drive people to the mobile-optimized Web sites to drive engagement and downloads of the applications.

The banners promoted different aspects of the landing pages, such as the chance to win a beauty coach.

On the landing page, consumers could do a number of things. They could fill out a beauty questionnaire to get personalized beauty advice and get matched up with products based on their beauty profile.

Additionally, the mobile sites had a beauty myth-buster section.

Consumers with smartphones were offered application downloads, wallpapers and screen savers.

L'Oréal also encouraged consumers to give their mobile phone numbers to opt into a mobile loyalty club, allowing for ongoing communication with interested people.

Contests and promotions were also included on the mobile site. 

?Normally, customers are faced with the challenge of using three to four vendors to get the breadth and depth that they want for their mobile campaigns,? said Tyler Nelson, CEO of Adenyo. ?Managing three vendors and knitting them together is a challenge.

?We were able to provide L'Oréal with a one-stop-shop for mobile marketing,? he said.