I’ve kept one eye on Pinterest over the back end of 2011 and now in the new year it looks like someone has started using it quite overtly for marketing… Land’s End Canvas have set up a promotion utilising the mechanic and platform of Pinterest for users to submit their favourite pinboards of LEC gear. The beauty of this is that pinboarding is the passion point for pinterest users and so these boards will remain on Pinterest and be discoverable once the campaign is over, while still leveraging the contributer’s social currency within the Pinterest environment, rather than the brand site.
While reliant on the AU audience mass growing, as a location for the likes of Nike and DFO to enable advocates to create styles with their appareal, it looms as another social channel for brands to piggy back of passionate users
A reall good summary and assessment of the campaign is here
The original post on which I found this is below. (also a bit of background on Pinterest for those who don’t know of it.)
Lands’ End Canvas promotion on Pinterest
Pinterest is a visual bookmarking site. You can save images on different ‘boards’ and see other people’s saved images for inspiration. I think it’s been one of the hits of the year; some of the users have thousands of items ‘pinned’, and I’ve come across lots of non-geeky people who use it.
Lands’ End Canvas are using Pinterest to spread the word about their collection and their presence on the site.
For the next few days they’re encouraging people to pin some of the Lands’ End images to their own Lands’ End boards, in a competition they’re calling Pin It to Win It. The owners of the most creative boards will win a prize. (What’s in it for Lands’ End is that pictures and links to their clothes are shared, and will be seen by many of the people who subscribe to the entrants’ pages)
See the full ts & cs here.