cool promotion. will be interesting to see if the core marshalls shopper engages - or is it an attempt to broaden the base?
Marshalls is launching a unique Facebook campaign for the next three weeks where people are asked to sign up as fans, take quizzes and earn keys to unlock a free $5,000 wardrobe. The concept was designed by Hill Holiday and represents yet another big brand moving into Facebook.
The campaign involves users first signing up as a fan for Marshalls at the Marshalls’ Facebook Page. The contest starts each Thursday, where fans play a quiz based on the campaign’s online videos. Completing the quiz gets you the key, and for each key earned, $1 is donated to the Dress for Success charity.
Then, as Wednesday hits, key holders are reminded to come back to the fan page to try their key between noon and midnight Eastern time to see if it unlocks a ‘virtual wardrobe’ worth $1000. 25 keyholders also win $50 gift cards.
According to HH:
The campaign culminates on Wednesday, April 28th at noon (eastern) with a live, interactive “virtual grand prize event” streamed from NYC and brought to everyone viaUstream. Fashion-wise shoppers can watch and participate in the event on Marshalls’ Facebook Page, marshallsonline.com, and various fashion influencer blogs where theUstream player and social stream will be embedded.
HH also talks about some of their more interesting features of the campaign:
- TV spots are not only tagged with a “drive to” Marshalls’ Facebook page but include a voiceover mention aimed to increase receptivity to go online and engage.
- For each week’s kickoff, we’ve created a 24 hour media stunt to help grab attention and invite consumers to Marshall’s Facebook page to earn their key. Check out perezhilton.com today as we’ve skinned the site as one big Marshalls shopportunity.
- We’re using Facebook engagement ads in two ways. First, the “become a Fan” video engagement ads will showcase the week’s shopportunity video (a “behind the scenes” extension of the TV spot). And, second, the “become a Fan” event ads will enable Marshalls’ to invite others outside their Facebook page to the April 28th live event.
