Cartier uses the power of MySpace to appeal to new audiences

The French jewelry maker, Cartier, launched its very own profile on MySpace as an attempt to appeal to a new crowd, the computer savvies. They are one of the first luxury brands to seek help from a social networking site to spread the word or L.O.V.E.

With more than 3,800 friends already, including guys like Sting, Lou Reed, Good Charlotte, Cartier is also promoting their ‘Love’ collection by enabling users to sample love songs by artists such as Marion Cotillard, Grand National which can then be downloaded from the Cartier Love website.

Am I missing something here? Whoever said MySpace users fit Cartier’s target audience, am I wrong?

Well, I guess nobody tried to contradict this idea, instead the director of communications at Cartier, Corinne Delattre, made a statement which explains the main motive for joining such portal. “To work in the luxury environment, it means being a step in advance sometimes,” Delattre said. “We work with people moving fast. They use technology. They are ahead in their way of life.”

Feels good to see brands like these think outside the box, join the mainstream, use technology and not just focus on how many Cartier Roadsters were sold this year.

Read more on the Cartier initiave on Marketing Vox or Marketing Pilgrim.

This entry was posted on Friday, August 1st, 2008 at 6:05 pm and is filed under Social Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.