L'Oreal /Beyonce

Mobile Content

 

Promotion Goal: Generate Awareness/drive Wal-Mart sales of new L'Oreal product: a lipstick, Infallible, by Beyonce. Solution: Beyonce ringtone promotion, available exclusively at Wal-Mart & delivered through new Wal-Mart mobile content store.

Cosmetics Giant L'Oreal wanted to expand its Wal-Mart customer base and generate awareness and excitement for Infallible, a new lipstick it is launching in partnership with Music Sensation Beyonce. The Solution? A gift-with-purchase promotion that entitles consumers of the new lipstick to receive a free Beyonce ringtone – available exclusively at Wal-Mart.

The mobile content promotion, which kicked off November 13th and tied into Wal-Mart's new mobile content store (www.walmartmobile.com), was incorporated into 144,000 packages of the new lipstick. To obtain the free ringtone, consumers need only log onto the Beyonce ringtone page located on the walmartmobile.com site and enter their promotion code.

The walmart.com/mobile store is powered by PlayPhone, Promotional Currency's mobile content provider of record.

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