TECHNOLOGY

TJ Maxx plays the promotional game with Instagram

BY Dan Berthiaume

Off-price retailer TJ Maxx is partnering with Instagram and several celebrities to bring interactive fun to its promotions.

TJ Maxx launched “Maxximizing,” an omnichannel interactive game, in New York City from March 5-7, and will feature it in Los Angeles from March 14-16. Each day, the retailer displays a pod full of goods curated by a celebrity in a different location. Consumers can visit the pods in person, snap a photo, and post it to Instagram with the hashtags #Maxximizing #contest and a guess of how much the total price of the goods is at TJ Maxx.

Shoppers can also view the pods on Instagram or the curator’s social channels and post their guesses with the hashtags as online comments. At the end of each day, TJ Maxx reveals the actual value of the pod. The person with the closest guess can take home either everything in the pod or a gift card of the same value.

Participating celebrities are actress Hannah Simone, interior designer Jeremiah Brent, Drybar founder Alli Webb, curlBOX founder Myleik Teele, and lifestyle blogger Rachel Choy.

“Whether it be for a spring wardrobe, home makeover or family vacation, T.J.Maxx wants to show that you can buy the brands you love and get more you for the money,” said Gina Bollus, manager of marketing at T.J.Maxx. “The game of Maxximizing will show firsthand that when it comes to shopping, you don’t have to sacrifice quality for price.”

By selecting Instagram as the main platform for this promotion, TJ Maxx may be trying to boost its recognition among younger consumers. According to a recent study by Epsilon, Instagram usage is dominated by Gen Z (60% usage rate) and Millennials (40% usage rate).

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