Campaign: eGift Card Art Contest
Company: Lands End
Nonprofit Partner: Consumer Choice
Launch Date: 10/7/2013
Lands’ End announced its first e-Gift Card Art Contest where three winners will have their holiday-themed art made into an e-Gift Card, plus win $500. The most popular e-Gift Card Design from the three will be the grand prize winner, winning a $1,000 Lands’ End Gift Card for themselves plus $1,000 for a charity of his or her choice. The contest runs through Oct. 22.
In the competitive holiday season, getting out ahead of the crowd is often a critical marketing strategy. This effort isn’t a major one, but it’s a holiday gift that keeps on giving, first attracting attention during the entry phase and then rolling out again mid-November where “votes” equal gift cards purchased. The charitable angle fits neatly in with the spirit of giving and helps make this effort eminently social.