While most companies have figured out how to use Twitter and Facebook, some are now catching on to the craze of “Pin It to Win It.” Companies like Campbell Soup, Elizabeth Arden, Volkswagen and now Macy’s are taking their contests to Pinterest and empowering users to simply “Pin It” to enter and win. This idea is brilliant and I’ll tell you why! Contest entries via an online form or mail-in postcard are a thing of the past. Why wouldn’t a company want to capitalize on the opportunity to make their entries virtual and double as a cross-promotion of their product or service? Again, brilliant. Let’s focus on Macy’s “Pin It to Win It” campaign.
Macy’s encouraged shoppers to create a Pinterest page and repin a pin (Pinterest chain effect 101) from their “The Magic of Fall” Pinterest board to be entered into their $1,000 gift card giveaway! The content included on their Fall board consisted of on-trend Fall fashions that would carry throughout users boards across Pinterest.
What is great about Pinterest is that you can create multiple boards and tailor its content to any theme you’d like. This is an excellent feature for companies with constantly evolving campaigns or product lines.
I personally feel that a campaign such as this would encourage users to browse their website and increase the number of orders placed. If you see that your friend Mary loves a certain sweater and it happens to be something you've been looking for, you're going to buy it (impulse or not). As mentioned in the book Likeable Social Media, we pay attention to recommendations from our friends and family. By having users add an element of personalization to their campaign (Mary "Pinned" this outfit), it takes the direct marketing ploy out of the equation.
No comments:
Post a Comment