Bloomingdale's fall fashion campaign taps mobile to engage customers in-store

The Bloomingdale's viewing lounge

Department store giant Bloomingdale’s is using mobile for its fall fashion campaign – Lights, Camera, Fashion – and adding an element of interactivity to engage with customers in a new way.

Three to five minute films that were shot and produced entirely in New York over the course of 15 days will be shown in all Bloomingdale’s stores and on the Bloomingdales.com Web site. Shoppers will then have the opportunity to vote for their favorite BFlix film via SMS or Bloomingdales.com.

The campaign also centered around 19 up-and-coming actresses performing a screen test for director Jennifer Venditti. The girls were filmed and photographed in Bloomingdale’s’ contemporary fashions. The results became its contemporary sportswear catalog and two short films which were screened at Bloomingdale’s.com and in stores. That effort let customers vote for their favorite of the 19 girls via SMS or online via a special microsite. 

“The mobile space is exploding and it’s been both exciting and interesting to watch how consumers are interacting with us and even purchasing from their phone,” Ms. Bridges said. “We’re exploring additional opportunities to reach the mobile consumer and ways to incorporate mobile into our online marketing mix.”