Millennial Media and Stella McCartney Launch Creative Mobile Marketing Campaign for 2008 Holiday Shopping Season

NEW YORK--(BUSINESS WIRE)--Millennial Media, Inc., the industry’s largest and fastest-growing mobile advertising networks company, and luxury lifestyle fashion brand Stella McCartney today announced their collaboration to develop and introduce a distinctive mobile advertising campaign for holiday shoppers throughout North America.

The campaign, which launches today, and continues through the end of January 2009, represents the fashion designer’s first foray into mobile marketing. In addition, the initiative plays a critical role in the company’s holiday-focused integrated marketing efforts, which also include print and online advertising, direct mail, in-store, point-of-purchase signage, channel marketing, and public relations programs.

Created and implemented exclusively by Millennial Media, the campaign seeks to build awareness and consumer interest for the Stella McCartney spring and summer 2009 collections, while concurrently establishing a significant presence for the Stella McCartney brand on the mobile Web. The collections feature pieces with Stella McCartney’s signature style of sharp tailoring, natural confidence, and sexy femininity. The effort is specifically targeted at modern and style-conscious shoppers.

“Stella McCartney is a luxury lifestyle brand, and this partnership, through a unique and unconventional campaign, is geared towards further strengthening the brand’s presence to a wider audience,” said Stella McCartney. “This initiative enables Stella McCartney to target, with a new approach, fashion consumers in the U.S., while also being true to the brand’s efforts in environmental responsibility since the campaign is digital and avoids any wastage.”

“With in-market competition and global demand for luxury goods at unprecedented levels, the world’s most respected designers and luxury brands are recognizing that old-fashioned marketing tactics are no longer the most viable means of engaging target audiences, particularly in a world dominated by online and mobile device usage,” said Paul Palmieri, president and chief executive officer of Millennial Media, Inc. “As result, cutting-edge fashion houses such as Stella McCartney are readily embracing and committing to fresh, new initiatives, including mobile advertising, to strongly differentiate their brands and product lines from an increasingly-crowded field of luxury goods purveyors. Moreover, mobile offers the added benefits of exceptional brand interaction and engagement through its ability to create distinctive, highly-personal user experiences, all of which other mediums cannot specifically offer to same extent.”

For the launch of the campaign, a series of distinctive banner advertisements will be prominently placed on various mobile Web sites within Millennial Media’s premium mobile advertising network. This network is the largest in the U.S. with over three billion monthly impressions across more than 2,000 quality sites.

As consumers visit news and information sites on the mobile Web, they may click on any Stella McCartney banner to be immediately transported into an interactive fashion experience that closely replicates window shopping via a mobile device. When at the mobile Web site, located at http://lp.mydas.mobi/custom/stella/iphone/index.php for iPhones, and at http://lp.mydas.mobi/custom/stella/index.php for all other smartphones, a user then selects the Stella McCartney collection she wishes to explore. The user is then directed to a mobile fashion show, a series of look books which showcase each item in the collection. The user may then click on a specific design or accessory for a closer, detailed look.

In addition, the initiative offers shoppers an easy-to-use mobile store locator to pinpoint the closest Stella McCartney retail location, and a feature for subscribing to future news and information updates from the Stella McCartney brand.

About Stella McCartney

The primary product focus of the Stella McCartney business continues to be its successful core women’s ready-to-wear collection, but in recent years, the company has focused on putting in place the foundations for strategically important partnerships with specialists in their related domains. The company has also invested more heavily in the development of its accessories collections, while still respecting the brand’s principles to avoid use of leather and other animal products. The lifestyle luxury brand also includes fragrance, eyewear, organic skin care, lingerie, a performance range with adidas, and travel products with LeSportsac available through its flagship stores in London, New York, Los Angeles, and Paris; recent locations opened in Moscow, Shanghai, Tokyo, Beijing, Hong Kong, Singapore, Bangalore, and Bahrain; and through approximately 600 wholesale accounts in key cities worldwide. The Stella McCartney brand is jointly owned by Stella McCartney Ltd. and Gucci Group N.V. For more information, please visit http://www.stellamccartney.com.

About Millennial Media, Inc.

Millennial Media, the industry's largest mobile media networks company, offers the only true, end-to-end platform for mobile advertising – with full-service and self-service solutions designed to meet a vast spectrum of marketing objectives. With rich post-click solutions for engaging user experiences, the MBrand network for targeted audiences across premium content, and Decktrade™ for large-scale performance campaigns, Millennial Media’s suite of solutions will meet any advertising need. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. For more information, please visit http://www.millennialmedia.com