Paris Hilton mobile advertising campaign hits TV, SMS, WAP & Twitter

Mobile savvy celeb Paris Hilton is launching a new range of hair and beauty products called ‘huge’. HairTech International is the actual product provider here, and it has announced that it is working with mobile marketing powerhouse Velti to develop the mobile branch of the campaign.

What’s the campaign?

It’s an opt-in campaign that works through a variety of channels, but it has one primary method of activation. The main way for consumers to get involved in the ‘huge’ mobile campaign is by sending an SMS to a shortcode. Once that is done they get sent the information they need to get further involved, including twitter details and mobile websites. They’ll also get sent beauty product information for the new line, and can get involved in SMS contests for new products.

An important aspect of this campaign is just how tightly integrated the shortcode campaign is. Every single ‘huge’ product will have the shortcode on its packaging, and it will also appear in all the TV spots.

Chris Volek, CEO of HairTech said “this is a ‘huge’ product launch for Paris, so we wanted to be sure to utilize proven, highly effective marketing elements for an audience of tween girls. Think about Paris’s fan base, they’re young, hip, and highly mobile. Incorporating mobile into the product launch was an absolute must for this audience, and, working with a proven mobile marketing provider such as Velti means we can deliver real value to consumers by integrating mobile with our traditional and digital media initiatives.”

Alex Moukas, CEO of Velti said that “Paris Hilton can certainly generate her own buzz, but having a means of engaging in a two-way dialogue with consumers is where our technology provides deeper value to HairTech’s marketing. Velti’s mobile offerings will enhance the engagement level of the campaign and also provide the capability to measure and enhance the effectiveness of other media buys.”

What we think?

I don’t know what your opinion of Paris Hilton is, but I have a huge amount of respect for her. She has no particular skills or talents, but she is one hell of a shrewd businesswoman and brand manager. She’s also an early celebrity adopter of mobile marketing, which makes her a generally useful resource for the entire market.

I’m not entirely sure about these HairTech guys. It’s a California based company specialising in “haircare” products that seems to manage its own hair regrowth consultation for women, as well as four different brand properties relating to Paris Hilton. But I do like the campaign they’ve created…. or rather that Velti has created. It has used an extremely reliable and publicly known technology (SMS) to connect people to very powerful but less widely used channels like Twitter and mobile websites. And getting those shortcodes onto TV ads and all the packaging is a great way of spreading it to an interested audience.