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InStyle magazine joined forces with White House Black Market, a nationwide chain of more than 300 women’s specialty stores owned by Chico’s, to cross-promote its new “Ultimate Work-Kit.” The kit included various clothing articles that could be mixed and matched to build an “essential” wardrobe for the office.
The cross-promotion advertised White House Black Market within the pages of the InStyle Magazine. At the store, shelf talkers, hangers and other materials prominently talked about InStyle Magazine and the fact they they offer advice on the clothing that would be of interest to the WHBM shopper. Both the advertisements and the in-store materials contained Microsoft Tags to be used with a mobile device to launch the campaign.
InStyle magazine’s editors provided videos with styling tips as well as instructions about how to combine the pieces in the work kit. Magazine readers see the Ultimate Work Kit and are encouraged to visit the store. Store shoppers are provided with compelling information at the time of purchase with ideas for additional items to purchase. In addition, store visitors who are not InStyle subscribers learn about the benefits of the magazine.
The Nellymoser photo gallery allows mobile phone users to see high quality photos of the items in the kit. A simple swipe with a finger moves forward and back between the images in a manner similar to many in-phone applications.
Features include sharing on Facebook and Twitter, which gives shoppers an opportunity to tell friends about the Work Kit or to get advice. Additional capabilities include a mobile sign-up form for special offers and a link to the on-line White House Black Market store.