Given the influx of tourists in New York City, Saks Fifth Avenue’s campaign "Want It!" is targeting tourist-centric locations. The campaign is set to launch next month on double-decker tour buses, which will take customers from Saks Fifth Avenue’s flagship store to the Upper East Side. The tourist will receive free admissions to several of the museums, which will also be featured in the campaign’s ads. I think it’s interesting how Saks added themselves as a major tourist attraction. Innovative, since tourists spend a significant amount. Also, the tour guides on the bus will wear and feature some of the fashions from Saks. They will talk about the latest fashion trends of the season and the history of Saks Fifth Avenue. A captive audience will be dropped off at Saks after the presentation. Wait, there’s more… nine or ten customers will accompany Saks chairman CEO Steve Sadove to the New York Stock Exchange to ring the closing bell, very New York. Others will have the chance to take private museum tours of the Whitney Museum of American Art; private museum tours are a great.
Another way advertisers are capturing audiences is through mobile devices. Mobile devices are capable of much more than just making phone calls. Akoo International, a small privately owned company based in Chicago, IL., is tapping into today’s instant gratification market by setting up a network of digital screens for consumers to receive messages of their choice. With Akoo network (named m-Venue) cell phone users receive coupons for using the service at specific locations. For example, a customer at a restaurant might select a text message displayed on their big screen. A new music video for instance. 
A message sent back may say "Thanks! your music video will play shortly. Show this text to your server and receive $1 off your appetizer." I wonder how much the phone companies charge for this service or what additional charges apply. Music downloads aren’t free, this is a collaboration with Sony BMG Music Entertainment. You can also request a music video, sports clip or fashion shows. Akoo currently works with many local Chicago area restaurants, Bob Chinn’s Crabhouse, the Cubby Bear, a Chicago sports bar with live music and Ala Carte Entertainment. Marketing executives claim this is a good initial idea in attracting consumers’ attention, but is this just a novelty effect? It’ll be a challenge to keep them fresh. So the idea is to get a $1 discount, but doesn’t it cost more to send the message than the actual coupon savings? A free appetizer sounds better. This sounds disruptive at restaurants, but could be fun while stuck in an airport.
The company is aiming to use mobile devices as universal remote controls. Other companies are doing similar activities, but Akoo allows consumers to have all the control on digital advertising screens, to see what they want and when. Andy Stankiewicz, VP for Marketing Akoo states, "This is the only digital out-of-home billboard network that’s fully interactive with mobile phones." Cell phone users can register online for the service and choose which offers they want to receive. The user can send a text and the billboard shows up on their cell phone screen. For more information, just visit their site.
I’m not sure I’m willing to add additional cost to my already high cell phone bill. It’s an innovative use of mobile devices for marketers, but the incentives need to be there for consumers. What do you think?
Karen Dabish
