One should strike while the iron is hot, they say. Now that the world is all about selfies and has a selfie marathon too, brands are cashing in on its popularity to connect with their consumers. Leading grooming brand, Philips India has teamed up with youth brand, MTV India to bring a one-of-its-kind selfie contest for couples. The most stylish couple selfie wins a date to a 5-star hotel and grooming products from Philips, apart from the chance to feature on MTV.
Participation is simple: a couple needs to style themselves and click a selfie. They can then either upload the selfie onto the StyleTurf microsite or simply share on their social networks adding the hashtag #StyleTurf.
The #StyleTurf microsite
The informative microsite features a Facebook login, in addition to being a central collection of everything on the contest. A 30-second promotional video for StyleTurf plays on its own, while the site loads.
The top menu boxes feature the event calendar and link to upload. Once you login via Facebook, you can also invite your friends. ‘Top selfies’ of the week and a Twitter stream displaying tweets with #styleturf occupy the bottom half of the microsite.
Philips has created an all-new Twitter account for the property, and has been personally thanking its new followers, while promoting the contest:
— Philips Style (@StyleTurf) January 17, 2014
Win-win for both brands
This isn’t the first promotion done in partnership by MTV India and Philips India. Earlier the two brands had teamed up to launch the MpowerPack challenge for the promotions of its male grooming range MPOWER. The challenge sought to find the coolest gang in the country, with the help of tasks captured in videos. The gang with the most votes won an all-expenses paid trip to Ibiza.
With #StyleTurf on social, the two brands have managed to reach out to a larger target group. And what’s best, it has set the stage for building a platform of socially-savvy stylish people, by catching on the trend of selfies. However, there seems to be no promotions on the massive social communities of both the brands. The Facebook page of MTV India has more than 5.7 million fans and Twitter sees more than 997K followers. Similarly, Philips India has more than 4.1 million fans on Facebook and nearly a thousand followers on Twitter.
Apparently, #StyleTurf wants to build an exclusive community of its own on social media. Also, the use of a common hashtag enables uniform tracking across all popular social networks (most of them support and encourage use of hahstags anyway!)
Selfies are in and how! Like the concept of couple selfies to promote a styling brand.