Thursday, August 12, 2010

A win-win situation! Toms Shoes enlists mobile to promote millionth pair donated

Talk about a great promo! Everyone wins here... there is a charity involved, branding for all 3 companies and happy consumers. I think this is the first contest that i am excited about. I wonder what 4square will do in response.

Amplify’d from

Toms Shoes enlists mobile to promote millionth pair donated

When mobile users check-in to certain venues between Aug. 16 and 29 using the location-based application Gowalla, they can enter to win a variety of prizes. Toms partnered with AT&T to coordinate the prize offerings, which include a paid trip to Argentina to attend the donation of Toms’ millionth pair of shoes.


Toms has also partnered with AT&T for its Shoe Styler promotion, which directs consumers to design shoes at for the chance to win the Argentina trip.

The Gowalla campaign
Starting Aug. 16, when Gowalla users check in to certain locations, such as those categorized as technology or apparel listings, a screen will generate within the application informing them that they have been entered into the contest.

By clicking on a button labeled “Next,” users can instantly find out if they have won a prize, such as:

• The trip to Argentina to view the millionth shoe donation

• An AT&T Netbook laptop computer

• An AT&T smartphone

• A pair of Toms shoes

The companies are coordinating a cross-platform promotional campaign spanning traditional and mobile Web channels.


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