Luxury brands such as Rebecca Minkoff, Botkier and Tory Burch have teamed up with the Council of Fashion Designers of America and eBay to raise awareness of the counterfeit goods market.
Department store chain Barneys New York is using social media to show off its exclusive partnership with Mary Kate and Ashley Olsen's The Row, which will launch an exclusive line of handbags at the retailer in August.
German automaker Porsche is driving dealership traffic as the first luxury automaker to use Microsoft Tag bar codes that reveal details specific to certain models.
Globally, brands and advertisers have woken up to the significance of the mobile medium and are now looking to actively engage with audiences via this direct route.
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