New York – Duane Reade is running a three week, omnichannel social media marketing campaign to raise awareness of Duane Reade brand hosiery products. The "Boo-tiful Legs" Halloween contest calls for entrants to upload their original photos wearing Duane Reade brand hosiery with their Halloween costume, via a Duane Reade Facebook page FanGate, through Nov. 3.
Initiatives to create and foster interest along with engagement in the contest are integrated, using multiple digital marketing platforms, including incorporating participation from costume designer Mandi Line, via the contest hashtag #DRLegCandy content aggregation. The content will be prominent on the Duane Reade website, QR code mobile landing page, Facebook, Instagram, and Pinterest channels; path-to-purchase posts and syndication by Duane Reade VIP bloggers; the publishing of photos submitted by entrants via the campaign hashtag #DRLegCandy; in-store signage, in-store radio announcements and POS flyers in all Duane Reade locations.
The general public and "Boo-tiful-Leg" contestants will be able to join the #DRLegCandy Twitter Party on Oct. 16. Participants will engage in conversation around costumes and have a chance to win up to $500 in Visa prizes. A t the end of the three-week contest, users will select entrants by "liking" those photos. Voting will commence on Nov. 4, and end Nov. 8.
"The 'Boo-tiful Legs' Facebook campaign allows our customers to engage in a seamless journey, incorporating Halloween shopping ideation and their ultimate costume experience; all while connecting with Duane Reade on strategic digital, social media and in-store platforms in a relevant and fun way," said Calvin Peters, PR & digital communications manager of Duane Reade.