New York—Nov. 29 may be best know as Black Friday, but it’s also the start of “12 Moments to Give” Pinterest competition from Swarovski. Participants will be challenged to select and pin their favorite sparkling Swarovski pieces for the holiday season for a chance to win a set of crystalline toasting flutes.
To kick off the campaign, Swarovski has partnered with influential pinners Katie Rodgers, fashion illustrator at Paper Fashion and Caitlin Cawley of Color Me Caitie who will be launching the sweepstakes with a one-hour Holiday Pin Party. Swarovski is promoting the competition via its dedicated Winter Wonderland board.
Moments to Give Microsite
In the United States, the campaign will be promoted in more than 450 boutiques with dedicated in-store signage including a QR Code prompting consumers to visit the competition page on the jeweler’s international Facebook page. Swarovski will send all U.S. participants a special surprise to be redeemed in-store, blurring the divide between the digital and physical experiences.
In addition, Swarovski is offering their consumers another platform-customized entry point into the #Moments2Give campaign. As of December 2, the brand is challenging its more than 100,000 Instagram followers to capture and share the story behind their gifts to qualify to win the Fit Earrings worn by Miranda Kerr in the brand’s latest TV and print campaign.
Beginning Dec. 2, Swarovski will aggregate all content tagged #Moments2Give from Facebook, Instagram and Pinterest, hosting the content in a user-generated look book on its dedicated Moments to Give microsite. The microsite also offers an individual gift guide as well as seasonal styling advice and links to the jeweler’s online boutique to facilitate transactions.
To date more than 4.5 million consumers follow the Swarovski brand on Facebook, Twitter, Youtube, Pinterest, Instagram and Google+. The brand was ranked by L2 as one of only three “Genius” brands in the recently published Digital IQ Ranking Watches & Jewelry. www.swarovski.com