Client:
The Bravo Group and Sears
Background:
In an effort to reach the Hispanic market, the Sears Imagínate Tour visited shopping malls in Los Angeles, CA and Miami, FL and attracted consumers with two promotional areas. In one area, Sears leveraged its partnership with People en Español magazine, to deliver consumers an exciting opportunity to attend the 50 Most Beautiful People en Español event in New York City! Consumers were able to take a picture in front of a life-size magazine cover of 50 Más Bellos of People En Español for a chance to be selected. The other area, another contest, offered consumers the chance to take before and after pictures (makeup application in between) to be posted and judged online. All voters were entered into a sweepstakes awarding the same prizes as the contest.
Mechanics:
- Consumers visited participating malls and approached one or two of the promotional areas.
- When they visited the first area, they were offered the opportunity to take a picture in front of a magazine cover.
- Those pictures (with the consent of the consumer) were entered into a contest.
- The winner was awarded a trip to the event in NYC.
- At the other area, another contest and a sweepstakes were delivered.
- The contest gave consumers the chance to take a picture before a professional makeup application and after.
- Those pictures were entered online for public voting each weekend.
- Visitors who voted received an entry into the sweepstakes.
- Grand prize winners of both the contest and sweepstakes won a L'Oreal gift bag, People en Español magazine subscription, and a $100 Sears gift card. First Prize winners received a People en Español magazine subscription and a $50 Sears gift card. Second prize winners received a $20 Sears gift card.
Results:
TBA
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