Ray-Ban has launched a digital marketing drive targeting social networking savvy consumers in a bid to promote its new collection.
The eyewear company has launched the Ray-Ban Rare Places initiative - a website that features 50 unique venues across Australia that fit the brand image. Each venue is linked to a category associated with the current Ray-Ban Rare Prints Wayfarer collection.
Themes include ‘Flowers’ for outdoor and cultural locations, ‘Subway’ for city locations including bars, clubs and live music venues, ‘Mania’ which includes independent music, film and vintage venues, ‘Comics’ for book and comic stores and ‘Buttons’ for unique fashion stores.
Fashion stores include Edition in Sydney, Kinki Gerlinki in Melbourne, Hero Vintage in Adelaide and Vein Shoes in Brisbane. Each venue will have a limited edition Rare Prints poster on display.
The posters are numbered and have been designed by illustrators including Ames Brothers and Valhalla.
Users of the site are encouraged to share their favourite places with friends via social networking sites Foursquare and Twitter. An associated competition will see the most active consumer for each ‘Rare Place’ win the poster on display in that venue.
The venue that achieves the most support from consumers in the campaign will host the wrap up party for the initiative, to the value of $5000. Consumers who have supported that venue during the campaign may be eligible for a VIP invitation and priority entry to the party.
The campaign runs until November 30.
Click here to see the story by Ragtrader.
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