Interflora gives virtual flowers in Mother's Day initiative

A targeted email campaign, 'Dedicate a Flower for Mother's Day', is supporting the initiative with "send to a friend" viral options and a link to the Interflora site for information and purchase.

Mums can expect an email from Interflora's epartner Communicator, which includes a link to the page where her message is featured, and a confirmation email is sent to the poster.

Dominic Edmunds, Leighton manager, said: "Leighton's collaboration with Interflora on the 'Field of Flowers' microsite has created a thoroughly refreshing digital campaign, that not only adds genuine value to the user, but further raises the digital brand profile of Interflora.

"The concept combines both Leighton and Interflora's expertise to challenge and define digital marketing strategies."

Michael Barringer, marketing director at Interflora, added: "This innovative and fresh approach along with many other initiatives, is helping us to build our digital brand.

The microsite went live Friday March 9 and can be found at here.