Journeys, Cingular Wireless Team for In-Store Promo, Sweeps
To help drive traffic to its teen apparel stores and better connect with Gen Y, Journeys has launched an in-store promotion with Cingular Wireless, giving consumers a chance to download exclusive ringtones and enter a sweepstakes for a chance to win a Scion.
Consumers who visit Journeys stores through early October can hear exclusive interviews and music from top bands and learn to how to download ringtones via custom in-store TV spots.
As part of the joint promotion, Journeys and Cingular Wireless are offering the content as a way to link fashion, music and technology (cell phones) together in a meaningful way.
Band interviews show fans how technology fits in their lives and how they express themselves through fashion, said Roman Tsunder, CEO, ACCESS, the Los Angeles-based agency handling the promotion. The agency selected some of the top passionate points for teens—, fashion, and technology— reach their target audience as part of the promotion, he said.
“There is such an organic connection between fashion and wireless technology,” Tsunder said. “The promotion achieves these strong, passionate connections with kids. The goal is to dive traffic and to stores and connect in a really cool way with the kids.”
Visitors with Cingular Wireless service can download the latest ringtone from featured in-store band Fallout Boy by texting FOB28686 on their cell phones. Consumers can also enter to win a sweepstakes by texting JYS7171 on their phones for a chance to win a Toyota Scion. One first-prize winner will get a $45,000 Simon Mall gift card and one second-prize winner will receive a year’s worth of Converse sneakers (12 pairs).
Journeys offered ringtone downloads featured exclusive content from All American Rejects through in-store TV spots in August, Tsunder said.
The sweepstakes ends Oct. 7. Online materials, and in-store signage support.
