Elizabeth Arden

March 2005
Brand Strategy;Mar2005, Issue 190, p28
Trade Publication
The article presents a case study of mobile marketing in the U.S. The company Elizabeth Arden Inc. used mobile marketing in the U.S. launch campaign for its Britney Spears scent, Curious, in August and September 2004. Consumers were prompted via the web to submit their mobile phone numbers to receive a voice message from pop star Britney Spears. Over seven weeks 27,000 teenagers sent in their phone numbers. One of a series of messages was then sent to the girls' phones. In these messages Britney stated the fragrance launch dates and her involvement in the creation of the brand.


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