I have been trying to decide what my first post on a current promotion would be and the decision came fairly easy. I chose a couple of promotions from the Dove Real Beauty Campaign which is currently one of the most popular overall as well as my favorite.
There has been an amazing amount of positive feedback around this campaign, especially from us baby boomer females. Dove has really hit an emotional cord with us 40+ something’s as well as the young female adults and teens who have really embraced seeing real women in the campaign, not your typical "skinny" models.
In this new phase of the campaign Dove capitalized on the fact that the TV networks rejected to run their original ads and used it to drive traffic to their website. Once there visitors get to "watch the ads the Networks won’t let you see".
One of Dove’s latest real beauties, Marissa, is featured on the Dove Energy Glow website. Here visitors are invited to enter a contest for a chance to win 1 in 5 "Perfect Summer Getaways that include events and activities customized just for you". To enter the Dove "Look Like Summer. Feel Like Summer." Essay Conest women submit a 200-word essay on what summer means to them and a photo of themselves in a summer setting.
Now in order to be a true contest you must include a panel of judges that judge on a set criteria. Dove’s judges will select five grand prize winners based on a total final score…
These five winners will receive two vacation packages. The first is a trip to New York City that includes a $1,750 shopping spree, a day with a style expert and an invitation to participate in a Dove Energy Glow photo shoot in New York while there. Then the can pick their second vacation package from the following choices:
Since I’m a beach person I’d go with the Caribbean trip, however, the spa escape package is a hard one to pass up as well.
We women in the north part of the country may have a hard time feeling and looking like summer in the winter when we have to submit our essay and photo. So, I think we should be given extra points just for that (of course this is just my opinion since that would make it an illegal contest).
I’ll be reviewing Dove’s advertising this summer to see what lucky winner (or winners) will be appearing in Dove’s ads from this promotion. Stay tuned!