 April 12, 2012 Top 10 mobile efforts of Q1
April 12, 2012
Top 10 luxury brand mobile efforts of Q1
By Rachel Lamb
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April 11, 2012
Luxury marketers have started to move away from vanilla mobile applications and sites and have instead started to widen their mobile range including SMS, QR codes, sponsorships and augmented reality.
The majority of luxury brands are still struggling to find their way in the fastest-growing advertising channel, but the ones that have are doing so with great vigor. The marketers that developed campaigns in the first quarter of this year implemented new technology, innovated techniques and sharpened their mobile savvy.
Here are the top 10 mobile efforts by luxury brands in the first quarter, in alphabetical order.
Sotheby’s – Sotheby’s International Realty looked to encourage affluent consumers to browse through its housing listings with a new location-based iPad app.
A sister organization of the famed auction house, Sotheby’s International Realty is using the iPad’s canvas to display maps, large images, local surroundings and payment and tax information for its U.S. listings.
The app was created in partnership with Smarter Agent and is available to download for free in Apple’s App Store.
The mobile user is asked to allow the app to find its location. This will open a map of the consumer’s current location and the listings near it.
A browser can also search the listings by entering a city, state or specific address. The area surrounding the address or city will appear on the map.
Listings will pop up as small squares with the pricing in the middle. Tapping on the square opens a larger box that lists the exact address for that listing.
Additionally, after selecting a specific property, an iPad user can browse the local recreational scene by tapping on an option on lifestyle or entertainment from the bottom bar.
There are options such as restaurants, shopping, night life, winery, bookstore, cinemas, ski resort and golfing.
Tapping on any of the real estate listings brings the consumer to an information page that features content such as the property description, price, taxes and estimated mortgage.
Mobile users can also read through additional features and browse full-screen photos by tapping on one of the bottom images and then swiping their finger across the screen.
From here, the shopper can also employ a one-click email to contact the Sotheby’s real estate agent who is handling the property.
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