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Duane Reade kicks off hosiery digital campaign
October 15th, 2013
NEW YORK – Duane Reade has begun a three week, omnichannel social media marketing campaign to raise awareness of Duane Reade-brand hosiery products, made by Doris International.
The metropolitan New York drug chain, part of Walgreen Co., said Tuesday that the "Boo-tiful Legs" campaign will help New Yorkers find the right legwear for a multitude of events in time for the winter season.
For the Boo-tiful Legs Halloween contest, consumers can upload their original photos of those wearing Duane Reade-brand hosiery with their Halloween costume, via a Duane Reade Facebook page FanGate. The contests runs to Nov. 3.
"The Boo-tiful Legs Facebook campaign allows our customers to engage in a seamless journey, incorporating Halloween shopping ideation and their ultimate costume experience; all while connecting with Duane Reade on strategic digital, social media and in-store platforms in a relevant and fun way," stated Calvin Peters, PR and digital communications manager at Duane Reade. "By promoting the affordability and quality of Duane Reade hosiery and the ubiquitous nature of Duane Reade stores across New York City, we are helping our busy patrons find convenient legwear options that are perfect for any and all occasions."
Initiatives to create and foster interest along with engagement in the contest are integrated using multiple digital marketing platforms, including incorporating participation from Mandi Line, costume designer for ABC Family's series "Pretty Little Liars" via the contest hashtag #DRLegCandy content aggregation. The content will be prominent on the Duane Reade website, QR code mobile landing page, Facebook, Instagram and Pinterest channels; path-to-purchase posts and syndication by Duane Reade VIP bloggers; the publishing of photos submitted by entrants via the campaign hashtag #DRLegCandy; in-store signage, in-store radio announcements and POS flyers in all Duane Reade locations.
The general public and Boo-tiful-Leg contestants will be able to join the #DRLegCandy Twitter Party on Oct. 16. Participants will engage in conversation around easy costume-accessory options and how to put together a fun look while staying within a budget, including a chance to win up to $500 in Visa prizes. At the end of the three-week contest, users will select those entrants whom they thought best exemplifies the spirit of the contest by "liking" those photos. Voting will commence on Nov. 4 on Nov. 8.
Duane Reade-brand hosiery products include socks, tights, sheer hosiery, knee highs and leggings, retailing for $3.99 to $16.99 and coming in a wide range of styles and fashions.