Pier 1 Goes Mobile with Barnes and Noble

Pier 1 Imports is teaming with Barnes & Noble for a promotional SMS sweepstakes. Pier 1 has launched a full-blown in-store mobile call-to-action (which is basically a sign next to the prize) in one hundred Barnes & Noble bookstores across America that are in somewhat...

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Pier 1 Imports is teaming with Barnes & Noble for a promotional SMS sweepstakes.

Pier 1 has launched a full-blown in-store mobile call-to-action (which is basically a sign next to the prize) in one hundred Barnes & Noble bookstores across America that are in somewhat close proximity to a college campus.

Hoping to reach a young demographic and presumably tap into the need for trendy dorm furniture and accessories, this endeavor marks the first of its kind for Pier 1.

“This was our first time utilizing SMS as a channel, and we’re excited to be out there testing it,” said Jeff Haddox, a direct marketing analyst for the company. “SMS made perfect sense for our partnership with Barnes & Noble.”

The Pier 1 Imports SMS campaign began last month and will run through Sept. 30.

The campaign, as you might imagine, is keyword-specific. Since a unique keyword has been designated for each store, Pier 1 knows which store inspires consumers to text in.

Pier 1 is using ExactTarget’s text messaging platform for the sweepstakes.

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