When Molly Ringwald needed a dress for her prom in 1986, she had fewer
design resources than today's teens. But this year, David's Bridal was prepared
for the big event.
In February, David's Bridal began its m-commerce campaign by collecting
information from its target demographic (13- to 17-year-olds) about what
dress styles they were most interested in wearing for spring prom. Shoppers
were prompted to vote for their favorites at the mobile Web site
http://m.davidsprom.com, and engage in interactive activities, which
generated useful information for the formal-wear retailer.
Read how David's Bridal leveraged this key information, here.