Users who are members of the chain’s MVP Rewards loyalty program will be able to see their point balance on the site as well as review their point history and access rewards and special offers. The launch is being supported with a multichannel marketing campaign encouraging sports fans to “Get Your Thumb in the Game.”

“Estimates place mobile Web traffic at 15 percent of overall Internet traffic, and that figure will only increase,” said Rich Sullivan, CEO and executive creative director of Red Square Agency, Mobile, AL.

“Simply, mobile is an integral component of Hibbett’s customers’ experience with their brand, and it’s the link between physical and digital,” he said. “We want to make it easy for them to find products, stores and manage their MVP rewards.”

Hibbett Sporting Goods worked with Red Square Agency to develop the mobile Web site and supporting marketing campaign.

Shopping support
With smartphone owners increasingly using their mobile devices in store to support their shopping activities, Hibbett Sporting Goods wanted a mobile site that would enhance the strong tie between mobile usage and local shopping.

Mobile users who visit the Hibbett Sporting Goods site will be able to browse products, redeem coupons as well as manage their MVP Rewards account.

“When a mobile user arrives on hibbett.com they have the option to browse products, find a store, view or sign-up for an MVP Rewards account,” Mr. Sullivan said. “Users can also email Hibbett directly or read a brief about section.

“The new design gives users more control on how they search for products and store locations,” he said. “Items are organized in categories and users can search based on those categories.

“Users can also find stores that are nearby, with GPS, or search based on state or ZIP code.”

Spokesthumbs
The supporting marketing campaign introduces several thumb characters representing a football, basketball, baseball, soccer and softball player. The tagline is “Get Your Thumb in the Game.”

With users likely to be using their thumbs a lot on the mobile site, the thumb characters are a fun way to introduce the new site to customers.

The campaign will appear on in-store signage and radio spots, print ads and in three videos on the Hibbett Sports YouTube channel.

“These videos are comical introductions of the Hibbett Sports ‘spokesthumbs,’ encouraging consumers to ‘Get Your Thumb in The Game,’ by utilizing the new mobile Web site,” Mr. Sullivan said.

“The new mobile Web site ‘spokesthumbs’ are representative of baseball, basketball, football, soccer and softball athletes,” he said. “Essentially, a play on sports figures signing brand endorsement deals.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York