JAGTAG, the U.S. leader in mobile 2D barcode advertising, and Nine West, a division of Jones Apparel Group, announced an integrated mobile marketing campaign to promote Nine West's Fall 2010 Vintage America Collection featuring Joss Stone. Nine West is the first company to use JAGTAGs on product packaging, such as shoeboxes, and will also use JAGTAGs in its print, online and in-store promotional materials.
Nine West's Vintage America Collection campaign with JAGTAG allows consumers to interact with singer-songwriter and style icon Joss Stone, who helped design the new product line, through email messages, free music downloads and digital videos. Users will also have the chance to enter a sweepstakes to win products from the Nine West Vintage America Collection. The specially branded JAGTAG features Joss Stone's signature flower tattoo design and will appear on Vintage America Collection shoeboxes and promotional materials in print and in-stores, as well as on a microsite for the campaign and in Lucky Magazine's October issue.
Debbie Woloshin, Senior Vice President of Marketing for Nine West, said, "JAGTAG has customized every element of this interactive campaign to reflect the authentic spirit of the Vintage America – from the branded JAGTAG to the unique messages and content that consumers receive. We are always looking for ways to interact with our consumers and JAGTAG's design capabilities and capacity to reach mobile users across the country makes it an ideal partner for this campaign."
Ed Jordan, Chief Executive Officer of JAGTAG said, "Nine West was thoughtful in its approach and has taken the concept of interactive marketing one step further by being the first footwear brand to incorporate JAGTAGs into product packaging and design a fully integrated, 2D barcode-enabled campaign of this nature. This campaign is a strong example of how brands can engage consumers at their exact point of interest and then deliver customized content to establish and maintain a value-driven dialogue with consumers that fosters brand loyalty."
To use JAGTAGS, consumers can take and send a photo of the JAGTAG with any camera phone and will receive multimedia content and automatically be entered into a sweepstakes to win Joss Stone's Vintage America look, including shoes, clothing, jewelry and other accessories. Those who participate in the sweepstakes will receive several text and video messages directly from Joss Stone including performance clips, behind the scenes footage from the Lucky photo shoot and how-to style tips.
JAGTAG works on all camera phones and across all major wireless carriers in the United States without requiring users to download an application. The Nine West campaign with JAGTAG will run from August 16, 2010 through October 31, 2010.
Known across the world for her amazing voice and independent spirit, Stone has been a hands-on partner with Nine West Creative Director, Fred Allard, on all aspects of the design process for key looks in the fall 2010 Vintage America collection. Together, they have created a series of looks that showcase the laid back confidence and Bohemian style of the Nine West Vintage America Collection as envisioned through Stone's imaginative eyes.
The duo also drew a great deal of inspiration from the singer's personal tattoos and this influence is evident throughout the collection--from the footwear designs to the logo and packaging. The stylish new looks are slated to debut worldwide at select Nine West retailers at the end of August and on the collection's microsite.