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Malls willingly give away prizes to shoppers in exchange for some word-of-mouth promotion, but designer accessories? Westfield marketers are being extra generous this season in their bid to generate some online buzz, and are offering a Coach satchel and phone wallet combo as the prize to grab in the #DestinationSelfie competition.
With such a high-value item, Westfield is hoping to accomplish two things:
1) drive traffic to its style blog so that shoppers will peruse its Destination Lookbook, which highlights fashion tenants’ top summer looks; and
2) have those shoppers engage with the featured brands.
To enter the #DestinationSelfie competition, shoppers have to find a style that appeals to them in the lookbook, make it their own, post a selfie on Instagram, claim that selfie in the Westfield photo gallery, and complete/submit the competition form. After that, all they can do is cross their fingers and hope for the best.
Westfield has figured out that their customers, especially those fashion-minded, are likely to be more inspired to shop and experiment with styles if ideas come from other shoppers. Having “regular” customers embody the styles, instead of only the models in the lookbook, is also a clever marketing strategy. It gets would-be customers a little closer to the brands—seeing people of all shapes and sizes wear a style makes the latter less intimidating than seeing it on a professional model—and further down the purchase decision path.
Jul.
2014
2014
Posted in Digital Marketing
