Baby Phat Brings 'Goddess' Fragrance To Your Cell Phone

Baby Phat wants to seduce your cell phone.

The urban fashion line is launching a new mobile marketing campaign to promote its "Seductive Goddess" fragrance line.

Working with agency partners CoActive and Briabe Media, a leader in multicultural mobile marketing, Baby Phat aims to  not only reach and engage its multicultural target audience (which tend to be heavy users of mobile); it also wants to cost effectively create an ongoing dialog with them to keep the brand top of mind.

Offerings include an SMS text-2-win sweepstakes contest, a branded ringtone giveaway, bi-weekly beauty tips from Kimora Lee Simons via mobile alerts, and a "single-hand mobile website" to tie the entire campaign together.

In BRANDING UNBOUND the book, I look at how Britney Spears used mobile to promote her "Curious" fragrance - including text alerts, personalized voice messages, and location-sensitie text alerts that led consumers to stores carrying the perfume.

Read more about that campaign, starting here.

Read more about the Baby Phat's effort, here.

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