Kohl's thrills Star Wars fans with product giveaways on Twitter
Kohl?s is promoting its unique Star Wars collection through a social media sweepstakes in an effort to build its following on Twitter by encouraging users to retweet content.
The retailer is using word of mouth technique through social media, enticing consumers to share Kohl?s Twitter content for a chance to win interesting Star Wars product. The contest not only supports marketing for the products, but also can entice users to continue following the brand and in turn increasing engagement and potential sales.
"Twitter is an important social media media platform with an extensive and diverse membership, it is core and links across most networks as well," said Michael Becker, co-founder and managing partner at mCorids. "Brands can leverage the Twitter community to direct action, spread their message, acquire an audience, stimulate consideration and reward engagement.
"It also is measurable, a critical component of successful marketing," he said. "Brands can monitor the success and reach of their program, profile participants, study sentiment, identify influencers and so much more.
"Moreover, with search being an primary mobile behavior today brands can extend the reach of their programs by tapping in to consumer expressed interests and need. Google's recent announcement that tweets are now indexed by Google and returned in search results enhance the value of leveraging Twitter."
Contest ramp up
The retailer curated the hashtags #ForceofFamily and #KohlsSweepstakes for campaign. Star Wars fans must retweet the posts including that hashtag, without any added video or images to be considered to win.
Items from the collection are unique products, which will excite fans of the films, encouraging them to engage with the campaign and continue following Kohl?s for future giveaways. For instance, the retailer is giving away products such as a Darth Vader shaped toaster, character and vehicle figurines, glassware, Darth Vader helmet, Kylo Ren mask with a light saber, a Star Wars themed monopoly game and a canvas wall painting.
Followers will have a chance to win ten different items through ten different posts on Twitter. The winner of each giveaway will win the corresponding item featured in the posts of which he or she has shared.
The retailer is also sharing various content on social media related to the Star Wars partnership to perk up consumer interest. For instance, on Kohl?s Twitter page users were treated to an adorable picture of a dog wearing a Yoda costume along with the text ?a face even the dark side could love, get your four-legged sidekick ready.?
Kohl?s social connection
Kohl?s did something similar for its junior apparel brand Candie?s and created a sensation through social media after announcing a partnership with singing group Fifth Harmony, and then taking the viral commotion to retail by driving sales through social channels (see more).
The retailer also ramped up efforts to bridge the gap between the retail world and the fitness sector by partnering with popular bloggers and instructors to provide workout tips on the retailer?s social media channels, in a bid to drive sales of its expanded active wear offerings (see more).
"People love the chance to win," Mr. Becker said. "Contests are a well establish and very effective means of triggering consumer action and engagement.
"Leveraging social media as the means of entry amplifies the message, the product imagery and may influence positive sentiment for the brand as people's excitement about the product, the experience and the chance to win influence the language of the message they share with their friends," he said.
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
