May 18, 2009, 12:00 AM

David’s Bridal mobile program highlights prom fashions

David’s Bridal Inc. has launched a service that allows girls to access the latest prom fashions on their mobile phones. David’s Bridal Prom Mobile features a click-through slideshow of the retailer’s latest fashions.

With the high school prom season in full swing, David’s Bridal Inc. has launched a program that allows girls to access the latest prom fashions on their mobile phones.

David’s Bridal Prom Mobile-operating on the QWASI Mobile Marketing Platform-includes SMS text message promotions, a mobile site with a click-through slideshow of the retailer’s latest fashions, a store finder and send-to-friend capabilities. Teenagers also can vote for their favorite dress styles and get special targeted promotions leading up to the prom.

To get content on their cell phones, teenagers can text the keyword “PROM” to 74362. Prom-goers also can browse styles at a new mobile site, http://m.davidsprom.com.

“We utilized the mobile channel to communicate an urgent ‘last chance to enter’ message for a scholarship contest running on davidsprom.com,” says Carole Steinberg, vice president, Internet. “The mobile call to action produced a spike in contest entries 24 hours following the message.”

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