Luxury brand embraces mobile marketing

A mobile advertising deal has been struck between Condé Nast Interactive and world-renowned jeweler, Cartier.

by Helen Leggatt

Cartier will run its first ever mobile ad campaign across Conde Nast’s (CN) GQ and Glamour mobizines. The ads are part of a wider campaign to promote Cartier's "Love” jewelry range and will appear throughout June on CN’s mobile Java sites.

"Cartier always looks to embrace new media opportunities," said Delphine Gaillard, media coordinator for Cartier. "When approached by Condé Nast with the mobizine platform, we seized the opportunity to be involved in this form of media."

Mobizines are “snack sized” versions of magazines that are cut down to maximize their viewing on mobile devices. Mobizines can be downloaded quickly for perusal later and cost nothing except the network operator’s data download charges. The TV equivalent, mobisodes, are brief versions of TV programmes lasting around 1-3 minutes.

Mobizine versions of CQ and Glamour have been available since February, 2005, when CN partnered with Refresh Mobile, and have a combined subscriber base of 60,000.

Other titles with mobizine versions include Maxim, Time Out, Sporting Life and NME. A small collection of U.S. titles have recently been added including Forbes and Reuters.