Home  › Social › Social Media
capone-unwrapped-teaser-image-v01-03-jpg

Capital One Opens Up 12 Days of Pinterest

  |  December 12, 2012   |  Comments

Capital One has launched a 12-day, instant-win holiday promotion that lets followers browse and buy gifts while getting closer to the brand.

Capital One has launched a 12-day, instant-win holiday promotion that lets followers browse and buy gifts while getting closer to the brand.

While enticing people to shop with Capital One partners is a no-brainer, the real of the goal is to attract followers so that the brand can build a deeper connection, according to Mike Darne, Capital One senior director of social media.

"We were looking to learn more about the platform," Darne said. Capital One has been using Pinterest for a few months, and RGA, its digital agency, suggested the holiday tie-in. "We’re trying to figure out Pinterest and how it works, what resonates with people, what they will do on the platform and how they will engage with the brand," he said.

The campaign, conceived by RGA, turns the Capital One profile page into a calendar with daily themes, from "the gift of comfort" to "the gift of winter escape." Each board will include the opportunity to win instant rewards, plus an array of themed gift ideas.

The promotion features shoportunities and prizes from Capital One retail partners including Saks Fifth Avenue, Neiman-Marcus, Best Buy and Kohl’s. On the final day of the promotion, one person will win a prize valued at $4,500. Visitors also will be able to click through to partners' retail sites to buy merchandise, as well as purchase Capital One-provided gift cards for use with the retailers.

The entire promotion was put together in three weeks, according to Darne. Because of the quick turnaround, his team was unable to push buttons, links or other information about it through Capital One's digital channels. But the financial services company's Facebook page now features the campaign, and Twitter will get the word out in the next week.

Capital One is using a Pinterest analytics package to do some basic tracking, but the real metric of the campaign is simply followers, Darne said. "We want to establish a following on Pinterest. Without that, we won't be able to test content later. As we look at it, it's first, build a following, and second, better understand what content resonates with people."

Pinterest could hold promise, Darne thinks, for helping the Capital One brand become more than a way to buy stuff. "This provides us with opportunity to go deeper on how people think about us. We're not just about the commercials or the statements you receive in the mail," he said. "We want to add depth to the brand and get deeper into the things our customer care about, and provide content around that."

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • SEO Specialist
      SEO Specialist (Bankrate.com) - New YorkBankrate, Inc. operates a network of personal finance related web sites for consumers.  Our sites provide...
    • Search Manager
      Search Manager (LOYAL3) - San FranciscoThe Role: We are looking for a bright, driven and personable performance-based marketer to join LOYAL3’...
    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...