How Brands Use Pinterest Contests To Catch The “Back To School” Crowdby sierratierra on Aug 22, 2012
This year, big brands and small businesses are running Pinterest contests to stay on top mind of those starting school in the fall.
thredUP, an online children clothing exchange site, ran its “Style to Win $100” contest to moms searching for new-to-them duds for the school year. Entrants’ “Back To School Inspriation” board had to feature at least five images from the inventory on thredUP.com. This requirement allowed for lots of window shopping time on the company Website. Even if entrants did not win the $100 thredUP gift card, they still got inspired by the affordable, eco-friendly finds on the company Website — perhaps leading to a sale or two.
The environmental blog Mother Nature Network is hosting a “Back to School with MNN” repin giveaway — a few days are left in this contest to win an iPad and an environmental book library. Those who enter the contest must repin from a designated board that contained pins of MNN articles centered on tips for a greener education. Through referral traffic and repins, Mother Nature can clearly see which articles resonate with pinners. This information can help form upcoming ideas in their editorial calendar.
Meijer, a department store in the US Midwest, has run two back to school Pinterest contests this summer. The Sharp Looks Room Decor Contest holds the biggest bounty with $200 to spend at any of their stores. What’s neat about this “pin it to win it” contest is that it not only gets referral traffic from required pins off their Pinterest page and Website, but it also gets tons of user-generated content by permitting entrants to go to Meijer stores and take their own pinnable photos of products that catch their eye. Pinterest isn’t well known for original uploads by users, but it’s worth noting this experimental move.
Spring semester is just a few months away — many students will travel abroad, take entrance exams, or transfer to a new school. If you’re a business, how might you leverage a Pinterest contest to help these pinners on their new adventures — all while meeting your business’ marketing and sales objectives?
Photo Credit: Flickr CC/martijnnijenhuis