Armani Embraces Digital

To promote it's Armani Live in NYC digital real-time journal and One Night Only event, luxury fashion house Giorgio Armani developed an interactive mobile banner ad to be featured on NY Magazine's The Cut.  Like select banner examples that we viewed in class, the Armani banner utilizes specific tactics to increase engagement and promote user click through.

The content of the banner, specific the the real-time journal it promotes, is updated in real-time, a strategy that potentially re-engages customers who read the cut multiple times a day or multiple days over the week long campaign.  Additionally, content is diversified across various aspects of the brand's DNA in order to extend reach to a broader audience.

Should a reader click through to the real-time journal, the microsite features editorial content, interviews, tutorials, playlists, videos and photographs designed to introduce and immerse the viewer in the world of Armani.

As the referenced article by Jen King of Luxury Daily comments, "there is a fine line between mobile ads that complement and disrupt the content page" and finding the appropriate balance between something engaging and distracting can be difficult to achieve.  In my opinion, the Armani ad is successful.   Its composition is distinct from, but not wildly in contrast to the composition of the page.

Reference:
Luxury Daily. Armani sparks interest in New York event through real-time journal.