Nokia, D&G see 10% clickthrough on viral effort

Luxury brand Dolce&Gabbana said it ran a successful mobile advertising campaign on the Nokia Media Network.
The company’s youth-oriented brand, D&G, used a viral campaign on mobile handsets to raise awareness of its products during the Male Collection Fashion Show in Italy earlier this summer. The company said the campaign garnered an average click-through rate of nearly 10%.
The company said the campaign demonstrates that companies that have relied on traditional media for their marketing campaigns can benefit from the targeting and high response rates offered by mobile campaigns.
“D&G represents a lifestyle, a brand that speaks the language of youth and enjoys experimenting with materials and forms in complete freedom,” said designer Stefano Gabbana. “D&G lives in a metropolitan world without geographic borders, so mobile was a perfect fit to target the young people who are loyal to our brand, as well as those who may be new to the brand.”
The campaign included visibility on the Nokia Media Network, a viral branded game and a mobile Internet site where customers could download the game and branded wallpaper. The campaign also allowed customers to view the D&G catalog on the mobile site.