Vanity Stores Bring Mandy Moore
Fashion retailer Vanity Stores has launched a new text messaging-based sweepstakes to promote singer and actress Mandy Moore’s new album for a chance to attend a world premiere of her new movie.
The promotion is one of several Vanity is running tied to entertainment. The latest hypes of the June 19th release of Moore’s new album, “Wild Hope.”
Customers can enter online at VanityShops.com or text the word ‘Win’ to short code 50799 for a chance to win. The grand prize includes a trip to see Moore’s new film, “Dedicated” in Los Angeles, and a $500 shopping spree at Vanity. Lesser prizes include iPod shuffles, autographed CDs and store gift cards.
Vanity will promote “Wild Hope” in-store through its music program and sell the album in 200 stores. The retailer is promoting the contest with in-store signage, including posters, rack toppers and P-O-P, e-mail blasts to opt-in subscribers, text messages to customers and on Mandy Moore’s MySpace page and fan Web site.
The sweeps, which Retail Entertainment Design (RED), handles, runs through June 30.
The goal behind the promotion is to pair up the retailer with iconic, fashion-forward artists to help the brand stay relevant with its customers in a fun way. That’s an ideal match for Vanity’s target audience: customers 14-24.
“We wanted to partner with relevant, hip, fashion-conscious artists,” Lynda Stenge, director of strategic marketing and partnerships for RED, said. “In today’s world, everyone is trying to reach their target customer and when you are dealing with a brand that is fun and hip like Vanity, if makes sense to partner with an artist, in this case a musical artist and movie artist, that is hip and relevant and incredibly into fashion.”
By linking the brand to an entertainment property, “you are getting a double audience,” Stenge added.
The promotion is the second of its kind for Vanity. The retailer ran a text messaging campaign tied to pop star Fergie’s last album, “The Dutchess,” last fall (PROMO Xtra, Sept, 26, 2006).
