The Offer: London-based hosiery company Pretty Polly is giving UK-based women the chance to become the company’s brand ambassador for 2011, while also scoring a one-year modeling contract with Leni’s Model Management, £1,000 worth of fashion label River Island vouchers and a year’s worth of free tights. The “Legs 11” campaign, which began in mid-February and runs through June, lets entrants upload photos of their legs to Facebook, where visitors can vote on each one.?
The Data: A Pretty Polly panel including fashion designer Henry Holland will pick a winner from the 11 most voted-on pictures uploaded after the contest is over.?
The Channel: Digital and outdoor advertising created by independent advertising agency Beattie McGuinness Bungay (BMB) drives users online to learn more about the contest. ?
The Creative: The video features interviews with Pretty Polly and gives a behind the scenes look at the photo shoot that produced digital and print collateral.?
The Verdict
Bob Klein is chief strategy officer at Blue Chip Marketing Worldwide, working across the company’s healthcare, retail and brand divisions. He has held senior positions at DDB Worldwide and Cramer-Krasselt. Learn more about him in a Q&A.
Now I understand why most companies bother with Facebook brand pages. I stopped after about 100 votes for the Legs 11 model. As soon as I’m done writing this, I’m going back to vote some more. ?
