Duane Reade, New York City's largest drugstore chain, has announced a three week, omni-channel social media marketing campaign to raise awareness of Duane Reade™ brand hosiery products—produced by Doris International. The "Boo-tiful Legs" campaign will introduce and help New Yorkers find the perfect legwear for a multitude of events in time for the winter season. The "Boo-tiful Legs" Halloween contest1, calls for entrants to upload their original photos wearing Duane Reade™ brand hosiery with their Halloween costume, via a Duane Reade Facebook page FanGate, commencing at midnight on Sunday, October 13th and will run through Sunday, November 3rd, 2013.2
"The 'Boo-tiful Legs' Facebook campaign allows our customers to engage in a seamless journey, incorporating Halloween shopping ideation and their ultimate costume experience; all while connecting with Duane Reade on strategic digital, social media and in-store platforms in a relevant and fun way," said Calvin Peters, PR & Digital Communications Manager of Duane Reade. "By promoting the affordability and quality of Duane Reade hosiery and the ubiquitous nature of Duane Reade stores across New York City, we are helping our busy patrons find convenient legwear options that are perfect for any and all occasions. The quality is without question, working with Doris International which produces hosiery for leading fashion brands, reinforces the trendsetting appeal and the incredible value these products represent."
Initiatives to create and foster interest along with engagement in the contest are integrated using multiple digital marketing platforms, including incorporating participation from Mandi Line3, costume designer for ABC Family's hit series "Pretty Little Liars" via the contest hashtag #DRLegCandy content aggregation. The content will be prominent on the Duane Reade website, QR code mobile landing page, Facebook, Instagram, and Pinterest channels; path-to-purchase posts and syndication by Duane Reade™ VIP bloggers; the publishing of photos submitted by entrants via the campaign hashtag #DRLegCandy; in-store signage, in-store radio announcements and POS flyers in all Duane Reade locations.
The general public and "Boo-tiful-Leg" contestants will be able to join the #DRLegCandy Twitter Party on October 16th at 9pm ET. Participants will engage in great conversation around easy costume-accessory options and how to put together a fun look while staying within a budget; including a chance to win up to $500 in VISA prizes.4 At the end of the three week contest, users will select those entrants whom they thought best exemplifies the spirit of the contest by "liking" those photos. Voting will commence at exactly 12:01 AM ET on November 4, 2013, and will end at 11:59 PM ET on November 8, 2013.
Each individual entrant will be restricted to a single submission throughout the contest period. Ten(10) 1st prize winners will be chosen in total and prizes include an Apple iPad mini or iPhone 5s, five(5) of each prize are available and will be randomly assigned to the winners. The Grand Prize winner(GPW) for the best overall photo will be selected by the celebrity judge, Mandi Line out of the ten 1st prize winners chosen by the public. The GPW will be chosen based on how well the entrant met a number of criteria through their photo submission on Facebook. Judging criteria will include enthusiasm, pose originality, public appeal, Halloween spirit, and Duane Reade "brand spirit." The GPW will receive a New York City spa experience consisting of two nights double-occupancy hotel stay at the W Hotel in Manhattan, one(1) 75-minute Blissage massage for the winner and a guest, one(1) "24 heaven" body treatment for the winner and a guest, one(1) Fab Feet Pedicure for the winner and a guest, two(2) dinners for the winner and a guest.
Duane Reade™ brand hosiery products include socks, tights, sheer hosiery, knee highs and leggings; offered in classic and fashion colors in the very affordable $3.99 to $16.99 retail price range – perfect for every occasion and wearer, from boardroom to the red carpet, from casual to chic to formal. From a fashion standpoint, there are tights with various textures, back seams and Lurex, in addition to solid classic styles and the increasingly popular ultra-sheer style. The Microfiber legging has been a consistent best seller and is ideal for all wardrobes.
About Duane Reade
Founded in 1960, Duane Reade is the largest drug store chain in New York City. In keeping with the company's brand vision of New York Living Made Easy, Duane Reade provides New Yorkers with prescriptions, health products and services, beauty products and services, food and convenience items for daily life in the City...everything for "How I Feel", "How I Look", and "What I Need Now". The company operates 250+ stores throughout the metropolitan New York region. Duane Reade is part of the Walgreens family of companies, the nation's largest drugstore chain with more than 8,100 stores in all 50 states, the District of Columbia and Puerto Rico.
About Doris International
Established in 1955 and the leading hosiery manufacturer and distributor in Canada—and 4th largest in North America—Doris' strength is built on strong research and development, category and market expertise, state-of-the-art-on-premises North American manufacturing. Close attention to quality, detail and market forecasting ensures that Doris products are on trend with unparalleled quality, longevity and affordability. Doris's private label division successfully manages many department and specialty store programs as well as its house brands, such as Kushyfoot (a favorite to Duane Reade).
