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.”