H&M,
the Swedish multinational retail-clothing
company, has embarked on a campaign to promote their new line of body wear that
is being promoted by David Beckham. They have placed nine ten feet statues at
different locations in hot spots throughout New York City, Los Angeles and
San Francisco. People are invited to upload interesting pictures of them
posing with the statues on Instagram using the hashtag #HMBeckham.
Contest Details
Visitors to the statues who upload their images to Instagram
will have the chance to win one of the 100mini, limited edition David Beckham
statues; one of ten pairs of signed David Beckham underwear; and the grand
prize which includes $1,000 H&M shopping spree.
For those who can’t take snaps with the Beckham statues, they
could still win one of the 100 limited edition foot tall David Beckham statues
of signed Beckham H&M underwear. They can do that by following @HMUSA on
twitter for updates on other #HMBeckham contests or by signing up for the
fashion news.
Review - Positives
- I love the contest idea and the overall creativity involved.
Nobody really converses about a category like body wear (especially guys,
towards whom the H&M line up is targeted) and hence this is great in
getting conversations going
- The use of Instagram is also good. It provides the much needed
visual element for the category. It very well compliments the Beckham statues.
It also works well because the US has quite a size-able Instagram population
- There have been 3174 pictures uploaded (till Aug 31st)
on Instagram and checking twitter conversations with #HMBeckham reveals
that 33 tweets were generated 122,900 impressions,
reaching an audience of 115,837 followers within the past 24
hours
Review - Negatives
- The way people, who can’t take snaps with the giant Beckham
statues, is defined in the contest isn't very clear. This could have been
defined and explained in a better way.
See all images here - http://hmbeckham.com/#
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