this campaign is a bit more "oprah" and is intended to drive jills (upscale suburban moms) to a social networking site where they can share opinions, blogs, audio, video and pictures.
best buy work aimed the "jill" segment - soccer moms.
these will point to a social networking site http://mom.ento.us where moms can edit and post and share photos, videos and blogs. friends of jill can order prints, cds or dvds of posted content with permission. friends can also "subscribe" to jill's space and receive updates via rss intial sign up happens at (but is not limited to) the point of sale when they purchase a digital imaging category item. this prolongs the experience and deepens a relationship with the customer.
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