A social media campaign launched by Tommy Hilfiger toiletries is asking consumers to depict their dreams and use the Brickfish social media ad network to do so.
The “What Do You Dream About?” contest and campaign is pegged to Hilfiger’s women’s fragrance Dreaming and asks entrants to submit a video, photo or blog post about their life dreams online. Visitors to the site can rate a submission on a five-star scale, add comments, vote it up in popularity, or share it by posting to a Web page, e-mailing it to friends or bookmarking it. They can also set up an alert to be notified when the status of a particular entry changes.
From all the user-generated content submissions received before the contest closes on Nov. 13, one grand-prize winner will be chosen by Tommy Hilfiger judges to receive $3,000 “to make her dream a reality.” She will also receive a Tommy Hilfiger Fashion wardrobe and a bottle of Dreaming fragrance.
Another winner chosen from among the 100 most viral of the submissions—that is, those with the greatest distribution, something the Brickfish network can track—will receive the Hilfiger wardrobe, the fragrance and a $1,000 award.
Five runner-up entries chosen from among the 100 submissions getting the most visitor votes will win a white gold Dreaming charm necklace and the Dreaming fragrance.
A separate sign-up contest will randomly choose three winners from visitors who fill out the Hilfiger e-mail opt-in at the Web page. Those three winners will get a free half-ounce bottle of the Dreaming fragrance and a special Dream Book.
“Dreams were a great source of inspiration for the development of our fragrance, said Ottavia Piergiovanni, executive director of global marketing for Tommy Hilfiger Toiletries, in a release. “We’re excited about this opportunity to gain an inside perspective on the aspirations of real women and to make some of those dreams come true.”
The Brickfish social media platform lets brands mount user-generated content campaigns that can be distributed virally using e-mail, Web sharing and posting to social networks. The platform incorporates a unique viral map that lets visitors and brand marketers see where a specific campaign submission is getting the most distribution—both digitally within Web social networks and geographically.
Brickfish is also currently working with Estée Lauder, parent company to the Tommy Hilfiger Group, to promote breast cancer awareness during October. The social network is running a UGC campaign featuring survivor stories, both on its own Web site and on sites for Lauder brands such as Aveda.com, Clinique.com and Prescriptives.com.
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