News / Press Releases

M&S launches Wallace & Gromit mobile gift site for Christmas shoppers

Marks & Spencer is launching a Wallace & Gromit inspired mobile website gift service to help shoppers select and buy the right Christmas presents for themselves or their friends. M&S secured the rights to the Aardman characters to promote its ecommerce offering this Christmas.

Developed, built and hosted by M&S's mobile agency Incentivated, the made-for-mobile site features a Wallace & Gromit Gift & Cheese profiler, a wacky invention of Gromit's which asks shoppers questions of themselves and their friends. Depending on the answers, the profiler creates a 'cheese' profile (e.g. "Ravishing Roquefort", "Wild Wensleydale", "Gorgeous Gouda" etc) and produces up to five suitable M&S gift suggestions with prices and product codes.

The shopper can then forward their wishlist or suggestions to a friend via MMS (picture message) and a link to the personalised WAPsite. The shopper also receives an email with deep-links to the M&S website where the gift(s) can be bought.

Visitors can download screensavers and wallpapers and 'vCalendar' mobile reminders with last dates to buy gifts for delivery before Christmas, each depending on the destination and type of delivery. Data downloads for the site have been zero-rated by the networks, making browsing free to the user. M&S is introducing the Wallace & Gromit Gift & Cheese profiler to existing customers via SMS with embedded links to the mobile site, and is promoting the service with mobile banner advertising, direct mail print ads which will carry a text call to action, and via Twitter and Facebook.

The site uses original Aardman images as well as Incentivated creative. To view the site, text GO to 65006 or visit wag.mands.mobi.

Jonathan Bass, Managing Director at Incentivated, comments:

"We've had great fun working on this campaign. Wallace & Gromit and mobile marketing are the perfect partners for M&S - inventive, quirky and appealing to the whole family. This campaign illustrates the power of mobile in engaging customers, generating advocacy and driving sales, and shows M&S once again as a true innovator with mobile marketing".