Competition coverage is not something that happens a lot on the Horologium pages, but today I am going to mention one, because it’s a rare attempt by a major brand to do a social media campaign.
The relationship between large watch brands and social media, whether it be Facebook, Twitter, Instagram, Pinterest etc, still seems to be one that many are trying to work out. Social media has been around for a number of years now and it’s not going anywhere, so more than ever it’s important that watch brands work out not only how to use it, but how best to use it.
As a starting point, it’s not a part-time enterprise, and to some degree, whether you’re a brand or just an individual, you will get out of it what you put into it. If a brand is serious about social media, then it needs to put the resources into it, and not just have it as an adjunct to an already overworked employee’s role.
Also, it’s called ‘social’ media for a reason – it needs engagement. To use it as another method for broadcasting new models or to circulate press releases rarely captures the long term interest of any audience, watch or otherwise, but engaging with questions, having conversations with existing and potential new clients, this is where it all happens. As with anywhere else, it’s about relationship building.
Baume & Mercier is a brand that is making an effort towards engagement, and to support the launch of their new ‘Celebration’ ad campaign by renowned photographer Peter Lindbergh, they are conducting a worldwide social media contest called ‘Celebrate Moments’ which is running until 5 May 2014 across all their social media platforms.
Obviously, you want to know what the prize is. First prize is a Baume & Mercier Clifton (model M0A10052) worth over AUD3000 plus a limited edition signed copy of Peter Lindbergh’s book ‘Images of Women’. There will be three runners up, each of whom will receive the book.
So how do you enter? Via hashtag, of course. All you have to do is to tell Baume & Mercier about what your ‘special moment’ is with an image and short description using the hashtag #celebratemoments on Twitter @baumeetmercier, Instagram @baumeetmercier, Facebook or Google +.
As always, it’s important to know what the terms and conditions are for any competition, and in this instance, they can be found here.
I wish you the best of luck with your entries and end with a final urging to the large watch brands in particular – if you don’t have a social media presence get one. If you do but are still trying to formulate a strategy for it – do.