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Jaeger-LeCoultre celebrates history with social media treasure hunt

February 16, 2011

Consumers can search for clues on Jaeger-LeCoultre's Facebook page

Jaeger-LeCoultre is celebrating 80 years of its iconic Reverso model with a treasure hunt on Facebook, where consumers use the social media site to take a quiz for a chance to win a watch or a trip to the manufacturer’s headquarters in Vallee de Joux, Switzerland.

Consumers can find information to take the quiz on the brand’s digital museum found on the Jaeger-LeCoultre Web site, and on its Facebook page. The contest is Feb. 10 – March 4.

“We’re giving people the chance to win a watch and do it in a way that’s global and fun while also attracting them to our Facebook page and Web site,” said Kate Montini, public relations manager for North America at Jaeger-LeCoultre, Vallee de Joux, Switzerland. “It is win-win for everyone and it’s a fun, different way to bring attention to the brand while really focusing on the Reverso line.”

The treasure hunt
The treasure hunt is available on the Jaeger-LeCoultre Facebook page.

Consumers will see a short blurb about the contest, and can click on an option to begin the treasure hunt that takes them to a separate page where they will be required to answer a few questions about themselves.

Jaeger-LeCoultre customers will then be asked history questions about the Reverso model. If they get all seven correct, they have to complete a second stage of the treasure hunt.

Screen grab of the brand’s Facebook page

The users can go back to the brand’s Facebook page on Feb. 21 to get a secret code, which will enter them for a chance to win a Reverso model or a trip to the manufacturer’s headquarters.

Consumers will then have 10 days to follow up with the final stage of the treasure hunt.

“The true watch aficionados acknowledge Reverso as a staple in every watch collector’s collection, and is known throughout the watch world as an identifier in fine watch-making,” Ms. Montini said. “Therefore, we’re bringing attention to the Reverso line while giving back to our customers.”

Digital museum
Jaeger-LeCoultre users can find the answers for the Facebook quiz on the brand’s Web site, which now has a digital museum in honor of the Reverso.

The museum gives a timeline of the Reverso’s history and has videos, images and activities that consumers can interact with.

jaeger-digital-museum

Screen grab of the Jaeger-LeCoultre digital museum

“The best thing about the Reverso is its valid history, and it is something that is just part of the brand, and it’s cool to read about,” Ms. Montini said.

The museum informs consumers all about the honored watch, as well as giving information on other models and the brand itself.

Users can also upload pictures of their Reverso watches to be examined by a Jaeger-LeCoultre historian.

Consumers can also share their stories with other Jaeger-LeCoultre fans and look at their uploaded images.

The initiative is a great way to encourage word of mouth for consumers and create buzz on the social media site itself.

Jaeger-LeCoultre’s digital museum is a way for consumers to interact with the brand from the comfort of their own homes.

The brand is using the Internet as a way to make its museum accessible all over the world, according to Ms. Montini.

“This is fully letting consumers be a part of the experience,” Ms. Montini said. “Watch collecting actually has a pretty fanatic following, and this is a really cool way to let everyone be involved, to have a chance to win something and to participate with the brand.”

Final Take
Jaeger-LeCoultre digital museum

Rachel Lamb is an editorial assistant at Luxury Daily. Reach her at rachel@napean.com.

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.