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Promotion of H&M's 'The Blues' through iPhone app MyTown
Mar '10
H&M is joining the real-world fun of the popular iPhone app MyTown from Booyah. The first-of-its-kind campaign – “The Blues” – is designed to create an interest in H&M's fashion and drive store traffic through the location-based social game that enables players to unlock rewards and earn points by checking-in from real-world shops and locations.

H&M is promoting a collection – The Blues – which mixes garments across an array of departments in different shades of blue and denim to targeted shoppers through MyTown, an iPhone game that recently surpassed one million registered users and is growing at a rate of more than 100,000 per week. MyTown players that “check-in” to a retail, shopping center or female centric location (such as a spa, hair salon, etc.) within a city where an H&M store can be found, will be prompted to unlock H&M virtual “Blue” items which are clothing that are part of The Blues campaign. These items provide in-game points, while generating awareness of H&M and ultimately encouraging users to visit their nearby H&M store to find these pieces.

“MyTown takes our marketing efforts a step further through new and unique technologies and avenues today's consumer is engaging at skyrocketing rates,” said Steve Lubomski, H&M's Marketing Director for North America. “Not only is this effort fresh and cutting-edge, but it reaches an elusive sub-set of our target group, a highly-engaged urban audience that are in and around our stores across the country.”

“H&M further demonstrates the compelling opportunities for marketers in the location-based app space by bringing together elements of the real world and digital world,” said Keith Lee, CEO of Booyah. “The Blues campaign is the exact type of effort and brand engagement we envisioned for users of MyTown.”

The Blues campaign on MyTown is a first-of-its-kind effort led H&M's agency MediaCom, part of GroupM, WPP's media agency group, in partnership with appssavvy, a direct sales team for the social media space. H&M on MyTown represents the first campaign as a result of a new partnership in which appssavvy is now exclusively serving as Booyah's direct sales team.

“The value MyTown provides its more than a million people is significant,” said Chris Cunningham, founder and CEO of appssavvy. “Just as significant is the value marketers can add to the experience of a leading app, such as MyTown. H&M's The Blues is not only adding to the experience, but relevantly engaging its audience in a meaningful way.”

H&M's The Blues campaign began on MyTown February 25th and runs through March 11th.

H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on NASDAQ OMX Stockholm. The company's business concept is to offer fashion and quality at the best price. In addition to H&M, the group includes the brands COS, Monki, Weekday and Cheap Monday as well as H&M Home.


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