Facebook Mobile Advertising Is A Big Part Of 1-800-Flowers’ Valentine’s Day Bouquet

By David Cohen 

Valentine’s Day is like the Super Bowl for the flower business, and 1-800-Flowers has relied heavily on Facebook in the run-up to Thursday’s love-fest, particularly the social network’s mobile advertising products.

1-800-Flowers Vice President of Mobile and Social Media Amit Shah told Ad Age the company has spent the past two weeks focusing on mobile sponsored stories, mobile offers, and mobile application install ads.

The campaign is not entirely mobile, as Shah told Ad Age an exclusive national ad will appear on Facebook’s logout page Tuesday, and it has also tapped into Facebook Exchange and desktop offers.

Shah told Ad Age:

It’s very clear that our customers are migrating to mobile, and that’s not a surprise anymore. What excites us is that customers are more than ever before not afraid to engage and transact with our mobile ecommerce site across iPhone, Android, and BlackBerry users.

When you see a sponsored stories ad in your news feed, it brings engagement for the user that’s very natural compared to a banner ad on another site that can aggravate the user. Facebook is more native to the users’ expectations.

Valentine’s Day is between madness and insanity for our brand.

Readers: Have you seen any ads for 1-800-Flowers while navigating Facebook during the past couple of weeks?