H&M launched its first mobile banner campaign in 2006, becoming one of the first major brands to do serious mobile marketing. The retailer has continued to use the mobile channel ever since.
The goals of H&M's mobile campaigns are to illustrate and promote its latest seasonal collection of apparel and to drive membership in the H&M Club, a loyalty rewards program.MADS and Mobiento gather demographic info
The campaign includes SMS coupons, mobile banner ads placed on major carrier portals and media sites. Consumers can sign up by entering their mobile number on the site to get SMS alerts and mobile coupons with special offers driving them into physical retail locations.
The mobile campaign was designed to enhance its viral effects by letting consumers send links with information and images of specific pieces of clothing to friends and family.
The H&M mobile site
Reference: http://www.mobilemarketer.com/cms/news/advertising/2506.html
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