Jay-Z's Rocawear pumps up a new mobile campaign

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Urban youth fashion brand Rocawear has teamed up with mobile services firm Boost Mobile, a wholly owned division of Sprint, for a new mobile marketing campaign. The urban lifestyle apparel brand, co-created by rapper Jay-Z, is running mobile ads on the Boost mobile network through mobile display ads.

“The youth that we sell to is most connected to their mobile phone,” said Gerardo Lara, director of marketing at Amobee Media Systems. “It's the first screen they look at in the morning and the last they see at night.”

The advertising will appear on Boost Mobile's BoostLive and Web homep­age this month. Visitors to the Boost mobile network will see a small banner ad for Rocawear that reads, “Save 10% on Rocawear.” The mobile ad directs consum­ers to go back to the Rocawear Web site to sign up for the 10% off special offer.

Consumers can also forward to a friend on their cell phones. This is an extension of the tag “Be heard, be seen, be felt,” an ongoing Rocawear campaign, which encourages people that wear Rocawear to write in and share their stories of how they have overcome adversity. This campaign is also running on the Rocawear Web site.

The campaign is the first for which the companies have joined. It began on June 1 and will run for the entire month. However, discount codes will be available through October to boost back-to-school sales.

Amobee Media Systems, Boost's official ad-selling and ad-serving partner is power­ing the delivery of these mobile ads to the Boost network. That company also serves mobile ads on networks of 11 mobile opera­tors in nine countries for brands including McDonald's, Coca-Cola, Gillette, Nokia and Procter & Gamble.

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