Express is utilizing a multichannel approach to showcase its debut as a participant in the second season of NBC's "Fashion Star," Lauren Johnson writes. The company's mobile campaign incorporates QR codes, SMS and social media. For the duration of the season, fans will be able to "find different ways of interacting with Express and Fashion Star across Facebook, Instagram, Twitter, Pinterest, our Explife blog and SMS -– all of which they can do from their phone," said Express' Eric Gohs.

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