What Do DSW, the Super Bowl and Ellen Have in Common? The Ability to Get Fans Excited and Engaged!
Another week, another successful social promotion from DSW. The leading fashion footwear retailer earned the top two spots on Media Logic’s Retail Social Juice Index “Big Movers This Week” and the highest score among all brands – 724! The brand continued its streak of generosity by offering a special prize to every fan who correctly predicted the winner of the Super Bowl, and likers responded by passionately expressing support for their favorite team on the brand’s Facebook wall. The next day, DSW offered likers a free clutch handbag with a purchase, earning a myriad of wall posts, comments and likes… as well as more than 13,000 new fans in one day!
Also jumping on the Super Bowl bandwagon were some unexpected brands—jewelers Bulgari, Pandora and Ice.com. Bulgari showcased photos of Madonna rocking the brand’s diamonds during the Super Bowl halftime show. Pandora shared a new photo album, “For the Football Lovers,” featuring charms that any football fan would sport. And Ice.com told its likers to “Get the ring that really matters this Sunday,” using fill-in-the-blanks and “like this” posts to engage with fans around the big game!
A recurring leader on the RSJI, the recently-rebranded JCP continued earning high scores this week, topping out at 278. The leading department store’s new advertising and pricing model, along with its new spokesperson Ellen DeGeneres, had Facebook likers flooding its Facebook wall with praise. Despite a campaign to get the comedienne fired as the brand spokesperson, JCP refused to back down. Ellen acknowledged the controversy on The Ellen DeGeneres Show, and her response and support for JCP earned tremendous national support from fans – old and new!
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