The iPhone-focused effort carrying the tagline of "Instant Message. Instant Style" features text, banner and video ads that drive users to a mobile site where they can sign up for promotional text messages, find nearby stores, and view videos and images of the new spring line, or read the A/X blog.
The campaign builds on Armani's existing Text A/X initiative, which allows people to
opt-in from the desktop Internet to receive text messages about new collection arrivals, exclusive offers, A|X events, and mobile downloads. The company said the mobile effort would allow it to
connect with customers in a "timely, relevant and entertaining way." Armani Exchange is the Italian fashion company's more affordable brand geared toward young urbanites. It operates 170 stores in
24 countries, with most outlets in the U.S.--Mark Walsh
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