Darryl Cohen, president of HairTech, says the cornerstone of the campaign is mobile because the target demographic is girls and women age 15 to 30 who are comfortable using mobile devices, especially for texting.
“We’re able to reach them on a one-to-one level without them needing to be in once specific place like at the computer or in front of the television,” he said. “We can quickly engage them and monitor them as well.”
DRTV ads promoting products like the curling iron and flat iron called The Celebrity Styler and round hair brush The Ultimate Brush were launched last month on TV stations including Bravo, E!, MTV and Fuse. The products each have their own Web pages to which the TV ads drive. All of the products can also be found at HairTech.com. The ads also drive to a 1-800 number and ProductsByParis.com.
Cohen said starting January 1, the ads will also include the short code opt-in.
The Celebrity Styler and Ultimate Brush’s sites prompt users to text “PH” to shortcode PARIS (72747). Consumers then receive a return message linking Web-enabled phone users to mobile product sites.
Cohen said functionality in which users will be able to purchase products from their phone will be up and running within the next few days. There will also be affiliate marketing initiatives in the coming months in which the products will be available on many other beauty sites across the Web.
Brian Cowley, GM of North America for Velti, said that the mobile shortcode will also be on the front of the products’ packaging.
“Texts will allow users to register for the Paris Hilton fan club and opt-in for more information on the products,” he explained.
He also said that registration information includes e-mail address so that in the future the company can begin e-mail marketing. Cowley said that other promotions and sweepstakes are also in the works.