Just call it “the spy who clothed me.”
In an effort to build its Facebook following, Montreal-based fashion retailer Dynamite has launched a spy-themed marketing program on the social media site called “Mission Dynamite: I Spy the Golden Prize.”
Created by social marketing company Stuzo | Dachis Group – which on its website claims 250 million fans added and 400 million shares as a result of client initiatives – the four-week program invites participants to watch a series of weekly videos on Dynamite’s Facebook page to identify a so-called “golden clue.” Participants who collect all four clues are eligible to win a $1,500 Dynamite gift card and $1,500 in cash.
Ariane de Warren, senior marketing manager for Dynamite, said the contest mimics spy-themed print ads for the retailer’s 1970s-inspired fall collection that are appearing in the English and French editions of LouLou magazine.
Dynamite currently has more than 122,000 fans on Facebook, but de Warren said unlike its mobile and web channels, the social media site has yet to achieve its maximum reach among the retailer’s core target – professional women aged 20 to 35.
“We always strive to make something edgy, sexy and playful, but also unexpected and untraditional – something different from others so that we have our own signature,” said de Warren of the Facebook program.
Dynamite is driving consumers to the Facebook program with in-store ads appearing in its nearly 100 locations across the country, as well as a link on its website, Dynamite.ca.
