Charlotte, N.C. -- Belk Inc. has launched a digital back-to-school campaign with digital and social marketing platform provider HelloWorld. The campaign will run through Sept. 15.
For the first time, Belk is looking to target their 13-plus age demographic, viewing this group as the future of their customer base. To do this, they’ve partnered with HelloWorld for a “Modern Southern Music Concert Style Sweeps” for the chance to win a trip for four to any U.S. Live Nation concert, a $1,000 Belk gift card, and $500 spending money. By taking a quiz about their favorite concert type, participants will find their back-to-school style.
One of the major goals of the campaign is for Belk to understand their customer demographics — particularly what ages were most engaged by the campaign (i.e., who clicked through from the quiz results and started shopping on Belk.com?). As with their other campaigns, this one asks for the contestant’s mobile number at signup — thus helping Belk to build out their SMS database. The campaign will live on a microsite and be sharable via social channels such as Facebook, Twitter, and Pinterest.