RealTime IT News

RedEnvelope Taps SF Interactive to Develop Campaign

Online gift retailer RedEnvelope this week selected SF Interactive Inc. to handle its interactive marketing efforts, and kicked off the collaboration with the launch of a wireless promotion.

AdForce and fusionOne collaborated with SF Interactive on the wireless direct response ad, which is believed to be the first, or one of the first, for the industry. When users saw the RedEnvelope ad on their wireless phone, they could click on it to be connected directly to RedEnvelope's call center to buy a gift over the phone.

This combination of wireless advertising with voice telecom service is one that many different companies are exploring, as writing down a URL or navigating the Web on a tiny screen are thought to be unsatisfactory user experiences. It also allows agencies to track the effectiveness of the advertising, in that the company can see how many people are connected to the call center.

But wireless is only a small part of the media mix for RedEnvelope's marketing efforts. With an objective of improving sales and developing the RedEnvelope brand, SF Interactive will manage all online media buying and optimization and consult on all online business development agreements. SF Interactive will also collaborate on creative development with RedEnvelope's offline agency, Leagas Delaney, to ensure brand consistency across all media.

"With a strong brand like RedEnvelope, we have a unique opportunity to build a customer acquisition and retention program using our proprietary optimization technology to help the company achieve its goals," said Bruce Carlisle, president and chief executive officer of SF Interactive.

"As RedEnvelope's customer base grows, SF Interactive will be there to drive brand and customer loyalty."