Mobile Marketing

New York – XO Group Inc., parent company of online maternity and wedding retailers such as TheBump.com and TheKnot.com, has named Dhanusha Sivajee as executive VP marketing, responsible for overseeing the brand, consumer marketing, partnerships and communications. Sivajee joined XO Group from AOL, where she served as chief marketing officer for the AOL Brand Group and drove audience growth across AOL's portfolio of digital brands.

San Francisco -- Gap is launching the inaugural GapKids Class of 2014, a social media contest inviting parents to submit photos of their kids for the chance to be featured in a 2015 GapKids marketing campaign. This is Gap's next generation of Casting Call, a marketing program that lasted six years.

A new effort from Gap Kids is allowing parents the chance to have their child featured in an ad campaign in 2015.

Charlotte, N.C. -- Belk Inc. has launched a digital back-to-school campaign with digital and social marketing platform provider HelloWorld. The campaign will run through Sept. 15.

Pittsburgh -- Smartphone-generated revenue by consumers to retailer smartphone-optimized websites was up 97.6%, from July 2014 versus July 2013, according to Branding Brand, a mobile commerce platform.  

The firm’s Mobile Commerce Index for July 2014 shows that smartphones generated 34.9% of total online visits (61.8% iOS, 37.4% Android) up 19.9% from July 2013. Meanwhile, the market share of non-mobile (desktop) visits decreased 13.7%, from July 2013 to July 2014.

Los Angeles -- Newegg announced the addition of Visa Checkout, a new payment service that simplifies the process of buying online. Visa Checkout can be used when shopping Newegg from a desktop computer and mobile devices.

Wayne, N.J. – Toys “R” Us is launching an omnichannel promotion called “C’mon Let’s Play” in partnership with advertising agency The Escape Pod and 'Action Movie Kid' YouTube channel creator Daniel Hashimoto. The campaign includes TV ads and in-cinema advertising.

San Diego – ProFlowers is offering the “Love is a Journey” campaign, on Twitter and Instagram in August. Qualified entrants can post photos of what romance means to them via Twitter and Instagram using #LoveIsAJourney and #ProFlowersSweeps for a chance to win a Princess Cruises vacation.

Entrants can see their photos at Loveisajourney.proflowers.com. ProFlowers will also run a Paris-themed pop-up shop in the Times Square pedestrian plaza on Broadway between 42nd and 43rd Streets on Aug. 5.

Paducah, Ky. – Ice cream retailer Dippin' Dots has launched a fully interactive mobile site that integrates augmented reality with a fan loyalty program known as the Dot Crazy Rewards Club. The program, named Bubandu, provides a universal augmented reality viewer from Rocktops Digital Media that enables companies to market their brands on a mobile device without having to build an app.

Toys"R"Us is unveiling a new hashtag — #LetsPlay — for its latest ad campaign, which features traditional television spots. The retailer will also be leveraging Facebook, Twitter, Instagram and The Toys"R"Us YouTube Channel to share 'C'mon, Let's Play' content, including commercial clips, behind-the-scenes photos and video from the campaign shoot.

The strategy includes a cross-platform presence on desktop, mobile and tablet with premier placements on Hulu and Hulu Plus.