Did you know that over 425 million people access Facebook from a mobile device every month? As a brand, capitalizing on your Facebook fan base through applications is a strategy employed by a vast majority, yet almost none are designed to be compatible with mobile devices. One of the first brands to overcome this challenge is Michael Kors, with the launch of their recent Mother’s Day campaign, “What She Wants.”
Typically, launching applications requires a bevy of skill sets. Brand marketers are tasked with generating the right concept to serve both the brand’s goals and the audience’s tastes. Designers and programmers creatively bring the ides to life, and technology allowing advanced functionality like contests or voting is built in (usually through a third party service provider or agency partner). The resources in time, staff and dollars that go into application development are not insignificant. Why then have so many applications been launched without the ability to provide such a large audience with a mobile experience?
Until recently, Facebook did not allow developers to determine if a user was coming from a desktop or a mobile device, and so applications could not be developed accordingly.
Quickly responding to this new information, in partnership with Gin Lane media (a boutique New York interactive agency), Michael Kors implemented a responsive design system. As covered in a previous article on Fashion’s Collective,
“Responsive Design is a powerful trend that suits our users’ environment and context…In order to make APPS, websites, and documents easy to read, navigate and use across the variety of devices that people use today, design needs a specific approach so that layouts are tailored to the characteristics of each gadget, such as screen sizes and controls (i.e. click or touch).”
Essentially, the Michael Kors application interface detects if you are coming from a smartphone or desktop, and then presents a design that automatically adapts to the screen size, resulting in a seamless user experience regardless of the device.
When it comes to running a contest, timelines, ease of use and access can be just as strong a factor in capturing entries, increasing shares and making a positive impression as the campaign’s concept or prize. For Michael Kors, this is even more the case, as the contest calls for users to enter to win daily prizes over a two week period.
The “What She Wants” application is being updated on a daily basis, a compelling reason to drive repeat visitors, wherever they are. Fans can enter to win, or purchase pieces from the Michael Kors Summer Collection, straight from the app. Within the first week, over 50% of the entries have come from users on mobile devices.
One reason Facebook holds so much promise for brands and businesses is that, as your fan base grows, so does your exposure for the next campaign. For Michael Kors, the Mother’s Day campaign is the first the brand has run since hitting the one million fan milestone. Launching with an application that is mobile-friendly, and cross promoted through blogger partnerships and via Instagram, Twitter, Pinterest and DestinationKors.com, ensures the brand is committed to evolving in the digital space in smart ways that harness technology to best serve the user, and consequently, the brand.
