H&M is running a mobile campaign for its David Beckham bodywear line that rewards users with loyalty points for clicking on video ads. "Once the video finishes, a users’ account is credited and they can view their points in the Session M reward store," writes Lauren Johnson, pointing out that the mobile site is not enabled for transactions. "Loyalty reward programs can be quite effective, but only if the company presenting these programs becomes sophisticated at customer-centric marketing," says analyst Steve Timpson, president of SiteMinis.

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