Health and well-being company, Royal Philips Electronics, better known simply as Philips, has a new Pinterest contest in which it is asking city dwellers worldwide to explain what makes their hometowns livable and lovable.
The contest, the Philips Livable Cities Pinterest Contest, was launched at the Blogging the City event in Amsterdam earlier this month.
It asks participants to create pin boards with at least two pins and no more than ten pins with images that showcase the livable and lovable aspects of each city. Participants must also repin Philips' #pinyourcity contest image on their boards and tag #pinyourcity in the board name, as well as in pin descriptions. Boards can be submitted via Philips' Pin Your City website, or through @LivableCities on Twitter. Twitter submissions must include #pinyourcity in the tweet. @LivableCities has nearly 4600 followers.
Philips says winners have the chance to win one of 10 prizes - health and well-being packs with Philips products valued from €100 to €1,000 - and will be selected by a panel of city experts based on imagination, originality and the ability to inspire. The panel includes representatives from: Philips; CITIES; Futurespace; Polis; The Mobile City; Pop Up City; We Heart; BMW Guggenheim Lab; Fast Company; Urban Times; It's Nice That; Monocle, Atlantic Cities; The Global Urbanist; and SmartPlanet.
A source who works closely to the contest at Philips said the campaign targets urbanites that are over 18 years old, living anywhere in the world. As of last week, the campaign had about 120 entries, she added. The contest closes on November 16, and winners will be announced on December 7.
While a search for #pinyourcity on Twitter reveals a fair number of conversations about Philips' campaign, it also shows some participants are not following its detailed instructions. In other words, some entries do not have at least two pins or have not tagged #pinyourcity in their descriptions.
ClickZ's source at Philips said: "At about mid-way during the contest we will remind those who haven't included the contest image for example, or don't have a least two pins to ensure that their boards are eligible for inclusion."
The Philips #pinyourcity contest page on Pinteresthas 185 followers and 16 pins. All 16 pins come from Philips itself or one of the city experts on its panel of judges.
The Philips source added that the campaign is not focused on heavy branding, but rather positioning Philips as a company that is dedicated to the conversation, the topics, the themes and the commitment to improve livable cities around the world. Additionally the company wanted to use Pinterest as a communication platform to talk about livable cities.
Philips has a Livable Cities think tank. The Livable Cities tab on the Philips website allows users to compare the importance of certain attributes - like the importance of physical or mental health - among the populations in various cities around the globe, including New York, London and Jakarta. It also offers videos and articles on issues facing city dwellers and related Philips products.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014