Nivea utilizes Facebook for New Years competition

By Andrew McDougall

- Last updated on GMT

Related tags: Social networking site, Twitter, New york city

Skin and lip care brand Nivea has called upon social media to promote its latest competition, with user interaction the sole method of defining its winner.

The ‘Kiss the One You Love Contest’ launched on social networking site Facebook, is a viral campaign that aims to bring together couples that may otherwise be kept apart this holiday season.

niveaFB

Couples are invited to share their stories on the social networking site for a chance to win the opportunity to spend New Year’s Eve together in Times Square.

Winners determined by users

Facebook users can then vote for their favorite couple and ultimately decide which two winning couples will be flown to New York City and prepare to be kissed when the clock strikes midnight.

Parent company Beiersdorf has used the contest and its viral campaign to market its Nivea Lip Care products which the winners will also receive.

As the official sponsor of the Times Square Alliance New Year’s Eve Celebration for the third consecutive year, it will also use the platform as a branding exercise, intending to paint Times Square blue and white creating the signature “sea of blue” featuring New Year’s Eve accessories and Lip Care products.

Consumer interaction

Starting on December 1st, couples were invited to log onto Nivea USA’s Facebook page and share their stories of love and how they have been kept apart this holiday season on a personal profile page, complete with a (optional) photo and personal URL.

The couple’s entry will also be viewable on the main contest page where consumers can view and vote on their favorite stories.

Nivea stated that the advantages of having a contest based on social media includes the fact that users can rally support throughout their networks, as well as easily being able to pass on details of the competition.

Social commentary site Twitter, has also been utilized to share information and and generate user interest.

Related topics: Market Trends

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