A holiday traditionally dreaded by men and beloved by women is upon us: Valentine’s Day. And no matter what side you of the fence you are on, chances are you’ve purchased something special for your significant other, family members, friends or pet!
According to Search Engine Watch, Marketers are well aware of the moneymaking opportunities that Valentine’s Day brings. And to cash in on this holiday dedicated to love, they are pulling out all the stops.
Here are a few of my favorite campaigns from this year:
The campaign, titled #BetterTogether, depicts two same-sex couples simply relaxing in warm, bubbly baths. Huffington Post’s article about the campaign explained, “At Lush we believe that love transcends gender,” they said. “We set out to do one thing when creating our Valentine’s Day visuals, we wanted to capture love between two people and we believe that’s what we have done here.”
Talk about a unique gift. The Bronx Zoo is offering animal-lovers a one-of-a-kind opportunity to give their loved one a gift that’s really eternal. For just $10, consumers can name a Bronx Zoo Madagascar hissing cockroach in their Valentine’s honor and receive a digital certificate with the roach’s name to cherish for years to come.
To get consumers engaged, Ted Baker created a desktop and mobile responsive game hosted on their website that featured three Chatter teeth characters – silver tongued bachelor Chatterup Charles, love sick Broken-hearted Bill and flirty Footloose Fran. To score points, users had to grab accessories from the character’s mouths as they moved up and down the screen.
Contestants had 30 seconds to grab as many items as possible. Once the time is up, scores were calculated and the player could see how they did on the global leader board. After playing the game, they were entered for a chance to win daily prizes or the grand prize of a $1,000 shopping spree at Ted Baker.
Dunkin’ Donuts didn’t want to leave anything to chance. They created a multi-channel campaign with a photo contest on Instagram, an iMessage card builder, mobile wallpapers, an emoji keyboard on its app, two Snapchat geofilters and a Facebook Live music performance.
My favorite part of the campaign: The “Dunkin’ Love” Instagram photo contest which asks fans to share how Dunkin’ is part of their love story using hashtap #DunkinLoveContest. The grand prize winner will get a year’s worth of coffee and donuts as well as $2,500. Now that’s what I’m talking about!