American Greetings Launches Twitter Contest for Valentine's Day

  |  February 2, 2010   |  Comments

Gift card maker looks to bolster social media presence in 12 days.

American Greetings kicked off a 12-day Twitter contest yesterday while attempting to build buzz heading into Valentine's Day. The contest, dubbed "Follow the Love," will include daily questions to be answered in tweets (140 characters or less) by the brand's followers.

Each day, the winning tweet will be selected by the company's in-house judges and then awarded one $100 retailer gift card and a $250 cash gift card. According to the brand's Twitter page, winners will be announced at 8:30 a.m. EDT the following day. After the stint ends on Feb. 12, the Cleveland, OH-based firm will conduct a grand-prize drawing for $1,000.

AmericanG.jpg To enter, viewers are required to follow "AMgreetings" on Twitter and then tag their response to the daily question as "#LoveAG." The question posed yesterday: "What does it feel like to fall in love?" During the first day, American Greetings modestly increased its number of followers by around 100 - from 1,200 in the morning to more than 1,300 in late afternoon.

"We've been engaging people on Twitter for some time now, but this is sort of a pilot program for us to gauge consumer response," explained a company spokesperson.

Meanwhile, the company has also set up interactive tools at its Web site to engage viewers for the romantic gift-giving day. The card manufacturer's home page greets visitors with four heart-shaped images, which count down the days, hours, minutes, and seconds until Valentine's Day. Below them appears a store locator box where consumers can type in their zip codes to find a retailer. A handful of examples load on the home page without taking the visitor to a new page, enabling them to jot down a store address while utilizing other site tools.

Such tools include an "Ideas" section where viewers can participate in a Valentine's Day poll, take a quiz, and read about love note writing. Lastly, it allows the opportunity to send animated e-cards for a subscription fee.

The Valentine's Day push comes on the heels of other recent interactive efforts by the brand - most notably launching an iPhone app last August.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...