Jumptap: Vibram FiveFingers ads show the effectiveness of mobile marketing
Jumptap, a Cambridge company that helps their clients target their mobile advertising, said that a recent marketing campaign on behalf of Vibram FiveFingers shoes persuaded many consumers to check out Vibram’s online store.
(Some have described the minimalist FiveFingers shoes as gloves for the feet.)
In a press release, Jumptap noted that it worked with two other agencies --- Amp Agency and Nail Agency --- to develop a special ad that sought to engage consumers on their smartphones and other mobile devices. (Amp has offices in Boston. Vibram has offices in Concord.)
The advertising ran in the fall when smartphone owners were likely to encounter a banner ad that appeared on news and entertainment websites. The campaign was targeted to consumers who are both health conscious and tech savvy.
Consumers who clicked on those banner ads were invited to take a test drive of “virtual” Vibram FiveFingers shoes. The test drive allowed viewers to “run with their fingers” on a variety of surfaces. The ad provided a link to a store locator page on a Vibram website. The link gave information about where a consumer could make an in-store purchase. Viewers also had the option of buying the shoes online.
According to Jumptap, the ads drove roughly three out of every five viewers who engaged with the ad to the Vibram online store.
Jumptap said that its network has the potential to reach 95 million mobile users in the United States and 142 million mobile users worldwide.
Some retailers that have worked with Jumptap include Dick’s Sporting Goods, Kmart, Target, Macy’s and eBay.
Chris Reidy can be reached at reidy@globe.com.
