L’Oreal brands including Lancôme & Yves Saint Laurent
Glamour sought to enable L’Oreal and its brands to sell products when and where consumers are motivated by advertising.
50 Taxi cabs in New York City during Fashion Week.
Call to Action:
Shop the Look.
This innovative program allowed L’Oreal to engage and offer products to consumers in a new and exciting way and generate national press and social media buzz that reached their target audience.
During a free taxi ride, consumers were served targeted, exclusive content. After learning about the products and seeing them used by professional make-up artists, consumers had the opportunity to purchase products on the spot.
How it Worked:
Taxis traveling in Fashion Week hot spots were beautifully transformed into Yves Saint Laurent and Lancôme mobile shops that featured customized taxi tops, backseat “clings” featuring Shop-The-Look SnapTag® mobile barcodes, and taxi TV programing that offered exclusive content featuring an intro from Glamour editor, Susan Cernek and original Glamour trend videos featuring Yves Saint Laurent and Lancôme make-up artists. Consumers snapped the SnapTag mobile barcode and entered payment and shipping information to check out and could even save the information in a fully encrypted mobile wallet to make safe and secure future purchases. Consumers then shared their experience with friends, creating an opportunity for social shopping.