This month, working with We Are Social and Niche Media, Old Navy launched a white elephant gift swap game called #StealOrStay. For 12 days, beginning December 8, the brand is posting the 12 gifts it will give away on Vine and Twitter. To enter a drawing to win a prize, a person must retweet or revine the post using the #StealOrStay hashtag.
Old Navy, as a backdrop for its prize Vines, is using its Fair Isle sweater. Each of the prizes are animated on the sweater with the help of, yes, a white elephant.
To amplify the social reach of the effort, Old Navy teamed with 12 Vine stars, including Klarity, Manon Mathews, Matt Cutshall, Matt King and Lexi Sorrentino.
The Viners are choosing to open the gift, share the gift or “steal” a gift mentioned by another. It’s like a good old Yankee swap updated with a social media twist.
The 12 gifts range from a simple pogo stick to a Flobee to a smartphone to a flat screen TV to a full blown trip to Hawaii. All the prizes and sweepstakes rules are listed here.
In addition to Vine, Old Navy is promoting the contest on its Twitter account:
Our white elephant is giving away a flatscreen TV today. RT to win #stealorstay http://t.co/bRwHg0EUbq https://t.co/e8n70PJEs9 — Old Navy Official (@OldNavy) December 17, 2014
Of the decision to launch the sweepstakes on Vine and Twitter, Old Navy Director of Digital and Social Taylor Bux told Digiday:
We like the idea of a construct that’s never been done before. But more than that, it’s being top of mind during the holidays, and we wanted to be able to reach new and younger audiences. The relationship between Vine and Twitter allowed us to distribute further.
The brand reports upwards of 45,000 likes and 16,000 revines, as well as a 50% increase in followers on Vine.
Comments