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Client:
Elizabeth Arden's So..? Fragrance
Challenge:
Drive sales of Elizabeth Arden's new So…? fragrance via a camera phone contest.
Solution:
Elizabeth Arden sent street teams to So…? fragrance retailers in three markets, New York, Miami, and Philadelphia. The street teams prompted consumers to send a text message to an Elizabeth Arden shortcode to receive an instant scratch-and-win card.
One week later, Elizabeth Arden sent an SMS blast to its opt-in consumer database. The SMS asked consumers to send a camera phone photo of themselves with their newly purchased So...? Fragrance for a chance to win concert tickets.
The first 25 people to send in camera phone photos won concert tickets to shows featuring artists Jamie Cullum, the Black Eyed Peas, and John Mayer.
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