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The Challenge
- Introduce and promote Cindy Crawford’s new line of home décor at JCPenney via the Internet in a meaningful way. The line is being positioned as traditional, stylish, fresh, and approachable. The product line is designed to be aspirational, yet attainable.
- Create a single promotional infrastructure that can be utilized in multiple places.
The Solution
- Consumers were driven to a contest microsite, where they registered and submitted a 250 word essay and photo describing why their room needs a Cindy Crawford Style makeover.
- A Custom Tab was built for the JCPenney Facebook Fan Page to support the contest in which Fans were given the ability to enter the contest without leaving the JCPenney Fan Page.
- Promotion was supported by PR, TV, print, ad unit on JCPenney.com, posts on JCPenney’s Fan Page and Twitter page, as well as targeted emails.
The Results
- Contest participation exceeded estimates by 300%.
- Over 100,000 visits to the contest microsite throughout the promotion period.
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