The North Face to Send LBS Ads

If you get close to a store that sells the comapny’s gear in New York, San Francisco, Seattle and Boston, and you’ve opted in, you may get a text message asking you come visit the store.

The campaign is from Placecast. The nature of the texts:

For now, the North Face will send texts about promotions, like a free water bottle with a purchase, and new arrivals, because the company’s gear is heavily seasonal. A text message would say, for example, “TNF: The new spring running apparel has hit the stores! Check it out @ TNF Downtown Seattle.”

The North Face plans to eventually send branded texts when people arrive at a hiking trail or mountain to alert them about weather conditions or logistics for a ski competition, for example. It also created an iPhone app called the North Face Snow Report that provides snow conditions and trail maps.

- NYTimes via Media Buyer Planner