URBAN DECAY’S COACHELLA-MEETS-COSMETICS CONTEST

Coachella is an annual two-weekend, three-day Music and Arts Festival held in the Coachella Valley of Southern California’s Colorado Desert region. The event has been running for 15 years and showcases both established and emerging artists across a wide variety of genres. Artists who have appeared at Coachella include Amy Winehouse, Paul McCartney, Radiohead, Madonna, The Cure, Muse, Red Hot Chili Peppers, and Foo Fighters.

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In February and March 2014, the cosmetic company Urbay Decay ran a Pinterest campaign to promote its new makeup collection, Electric. The competition offered as its main prize the chance to attend the sold-out Coachella festival in April. Runners-up would win various combinations of Urban Decay’s summer essential make-up.

To enter the competition, people first had to follow Urban Decay on Pinterest, then make a pinboard called “Get Electric with UD” and showcase the looks they would wear at music festivals throughout the year, using UD cosmetics wherever possible.

The audience demographic being targeted by the Urban Decay social media campaign was primarily 18-35 year old females with disposable income and a fun lifestyle. It especially targeted music festival lovers, as their campaign centered around summer music festival looks. The campaign was a success and resulted in phenomenal interaction with the brand in terms of the amount of new followers on Pinterest.

Why not give some thought as to whether there is any kind of event or campaign that you could try and link your brand with this year? This is an innovative way to use creative digital marketing and can reap huge dividends in both the long and short term.