HMV has created its first video streaming advertising campaign for its customers interested in high-end technology products.
Integrated by global information services company Experian, the emails use the Experian Cheetahmail service to deliver high quality video straight to consumers’ mailboxes.
Experian claims that HMV is the first retailer to use live streaming content in its email adverts and early indications show that the new technology is paying dividends.
Kevin Hurst, e-CRM manager at HMV, commented: “This campaign has been one of the most successful email marketing projects we have had at HMV, significantly increasing click-through rates and driving sales.
“Developing products that allow enhanced interaction has become an integral part of our business, as a growing number of our customers seek more engaging and interactive online experiences.
“Experian CheetahMail’s integration of video into email campaigns will help us more effectively communicate our latest products and offers direct to consumers in a more interactive way.”
Video content has been dramatically increased in this latest campaign by replacing animated gif files with streaming audiovisual content.
The advertising campaign features a video of the new remote control helicopter, the Parrot quadricopter A.R Drone.