Home Depot has launched a contest to promote gift cards sales and its home improvement messaging.
People can upload videos to YouTube detailing a home remodeling project they want to complete for a chance to win the grand prize: a $25,000 Home Depot gift card.
“We wanted to create viral buzz around gift cards,” Manish Shrivastava, president of Home Depot Incentives Inc., said. “It’s one of many marketing tactics we are employing for the holidays.”
The contest runs on http://www.homedepot.com/youtube through Dec. 15. Entries will be judged on theme, creativity, originality and popularity among YouTube members. Winners will be announced Dec. 17.
The promotion gives Home Depot a unique way to talk up its assortment of gift cards. Banners ads on YouTube and other sites promote the retailer’s holiday cards. This season, the company is offering 12 new festive designs, including an ornament, a DVD “how-to” and Nativity star card.
“Gift cards are a very important aspect of our company business model,” Shrivastava said. “The way we are trying to [promote them] is to drive top of mind awareness.”
The video contest is one element of a larger campaign to promote Home Depot gift cards, including advertising, in-store displays and PR, the company said.
The promotion is Home Depot’s first using YouTube. So far, more than 130 videos have been submitted for the contest.
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