Pinterest isn’t just for pinpointing your dream dress or destination anymore- businesses like Kate Spade and Jetsetter are making them real. In their recent “Pin It to Win It” contests Kate Spade and Jetsetter offered substantial prizes to four respective pinners that emulated the spirit of each contest.
Kate Spade’s “Ride Colorfully” contest gave away four custom designed Vespa lx-50’s to the Pinterest users who created the best boards inspired by the vibrant scooters. From revved engines to relaxation, Jetsetter rewarded four of their followers who curated the “ultimate destination pinboard” with a vacation to a luxurious local.
In order to enter the contest, Pinterest users included hashtags like #RideColorfully, #Vespa and #JetsetterCurator to each of their pins. Hashtags allowed contest boards to be searched for effectively and increased virility of the pins. Kate Spade and Jetsetter also promoted the contests across their various social platforms including Facebook, Twitter, email campaigns and blogging.
Such contests are a creative and cost-effective way for businesses to garner recognition on a burgeoning social media outlet. Using Pinterest allows businesses to understand and gain insight into consumer interest and preference. For example, Kate Spade contest entries showed an overwhelming affinity for vintage-inspired fashion and zippy pastels- potential inspiration for upcoming fashion lines.
Engaging consumers on a growing platform like Pinterest kickstarts viral influx and attention by rewarding and recognizing their costumers for using social networking sites. Some of the most popular Jetsetter entries were repinned upwards of sixty times- increasing the reach and influence of the Jetsetter brand. 80% of pins on Pinterest are repins, while only 3% of tweets are retweets. Such referral traffic is bringing interest to sites like Kate Spade and Jetsetter. Contests like these are an effective tool to get images from host sites into the Pinterest world- were content can spread like wildfire.