• by Steve Smith  @popeyesm, September 12, 2011

It is good to be Sarah Jessica Parker this week in New York.

The woman who made $500 Manolo Blahnik shoes famous is all over Fashion Week. Apparently, whatever "Carrie Bradshaw" likes, she sells for somebody. The mobile media connected those dots for the movie star/fashion icon's premiere, mobility and m-commerce.

Skyrockit, the maker of the famous Zippo lighter app, is behind a mobile promo of Parker's new film from the Weinstein Company, "I Don't Know How She Does It," which opens this weekend. The movie app and mobile site offer all the requisite trailers, cast profiles, and theaters for the film.

But the main push is for a series of "buy the look" opportunities via flash sale site HauteLook, a Nordstrom company. It starts this week with some daily deals and special boutiques of fashion inspired by the main characters. In the app, the user can see styles associated with Sarah Jessica Parker and click through to join HauteLook and buy them.

Skyrockit CEO Jon Vlassopulos says that more than a simple mobile movie promo, this model brings together a film property and the m-commerce flash sale in a new way, which he hopes will extend to other such partnerships.

"Everyone has been trying to crack how to monetize media content. Movie companies are spending all of this money to reach the same person. Isn't there a way to create a sustainable business around mobile movie promotion, pre-, post- and during the campaign?"

Vlassapulos says the buy-the-look model has worked well, because after all, media properties are enormous commercials for the goods associated with the actions. He is constructing the model as a platform into which other media companies and m-commerce vendors can be plugged in order to share in the sales revenue.

In the end, it also has the potential of driving awareness and ticket sales by marrying mobile apps with one of the most addictive shopping genres, daily deals and flash sales. The promotion is designed to leverage HauteLook's existing 5.5 million person base of shoppers by pushing them to the app and site via social media.

Similarly, the Weinstein promotion of the film will be marketing the experience. The mobile design of the app is such that it reiterates the daily deals and incorporates the new boutiques HauteLook designs around the characters.

As a film promotional vehicle, this model does address one of the key weaknesses of movie apps. They tend to be one-trick, one-hit ponies. You download them, check out the preview and forget about them. This design should drive persistent awareness throughout this week, running up to the film premiere. It leverages a dynamic that is proven to pull people back -- the daily deal.