Swarovski Challenges Consumers to an Instagram Video Contest

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SwarovskiNew York—Swarovski is hoping its jewelry lovers will “see the light this week.” And if they do, and video it for Instagram, they could win some of Swarovski’s iconic Nirvana jewelry.

It’s all part of the first Instagram video contest that the jewelry brand launched today, challenging consumers to capture a “sparkling light reflection.”

Digital darling 52Grams is hosting the contest on www.52grams.com/InstaSparkle and “is excited to extend the partnership with Swarovski to take the concept of Instagram contests to a new level with the #InstaSparkle campaign and Instagram’s new video capabilities,” said Roeland de Jong, founder of the fashion-focused platform. “We are particularly thrilled about the video angle as it sparks new creative ways of participation.”

Instagram users are challenged to demonstrate their creativity by sharing an Instagram video that captures the theme of light reflection. By using the campaign hashtag #InstaSparkle, they enter to win Nirvana jewelry. Image entries will also be accepted.

The contest will be promoted via Facebook, making Swarovski one of the first brands to do so.

“We are very excited about Instagram’s new video functionality and can’t wait to explore all its possibilities” said Yelena Leshchinsky, director of Integrated & Digital Communication, Swarovski Consumer Brand.

Leshchinsky said that the Instagram contest follows up a contest held in May to promote the brand’s new watch collection.

“We were extremely happy with the results of our watch initiative on Instagram as we succeeded in creating a layer of rich, digital user engagement around our physical event experience, thanks to Facebook and Instagram. Therefore we want to test what else we can do with Instagram,” said Leshchinsky.

To date, more than 4 million users follow the Swarovski Consumer Brand on Facebook, Twitter, Youtube, Pinterest, Instagram and Google+. The brand’s ongoing effort allowed for 127% growth of its social media footprint in the first half of 2013. Additionally, Swarovski’s Instagram following has almost tripled since January.