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Swarovski positions sunglasses in user-created video, contest

May 17, 2012

Swarovski Be Amazing Facebook app

Swarovski is asking Facebook fans to make videos of themselves dancing in virtual Swarovski sunglasses via an application on its Timeline for the chance to win eyewear from the brand’s new collection.

The crystal maker is incorporating user-created social video into a contest that lets consumers win one of 15 pairs of sunglasses. Swarovski is likely focusing on sunglasses as summer approaches to seem attainable to younger consumers who have not previously considered the brand for eyewear.

“With a campaign like this, it seems that Swarovski’s strategy is to appeal to a younger demographic,” said Christine Kirk, CEO of Social Muse Communications, Los Angeles. “The brand is often associated with an older, affluent demo and this fun, youthful-looking campaign is most likely targeted to a young demographic to help make Swarovski seem like a more attainable brand.

“While not everyone has a home in the style to display a Swarovski crystal bowl or vase, sunglasses are something everyone can wear,” she said.

Ms. Kirk is not affiliated with Swarovski, but agreed to comment as an industry expert.

Swarovski could not respond before press deadline.

Dance-a-thon
Swarovski created a Facebook app to hold its Be Amazing contest that lets consumers enter to win one of 15 pairs of branded sunglasses by making a video.

Users can access the app from the menu on Swarovski’s Facebook Timeline.

Be Amazing Facebook app

The contest lets users get 15 seconds of fame, per the brand.

Swarovski is asking fans to show their best dance moves while recording a video in which they are wearing a virtual pair of sunglasses.

A video shows users how to position their faces using a computer camera and the Be Amazing app so that the sunglasses will remain on their eyes during filming.

Be Amazing instruction video

A world map behind the instructional video shows where users who have recorded their own videos are located. Users can also toggle to a view that shows each video created.

Users must click the Let’s Go button to begin recording a video. Here, they are prompted to download the Be Amazing computer plug-in.

An oval with two crystal dots appears on the screen and users must align their eyes with the dots to be fitted for their sunglasses. When done correctly, a pair of glasses will move with the user’s eyes and looks like they are being worn.

The sunglasses will continue to stay on users’ eyes while dancing as long as the camera’s view is not obstructed by a user’s arm or the face turning away from the camera.

There is a selection of four sparking backgrounds that a user can place in their video after it is completed.

If users choose to share their videos via the app, they are entered to win a pair of sunglasses.

Young at heart
Swarovski seems to be appealing to a very young audience that could include teen consumers by asking Facebook users to record and share a video. Older consumer could deem this embarrassing, but young consumers who embrace technology will likely participate.

The crystal maker previously attempted to create brand loyalists in a young demographic through another Facebook app that lets consumers virtually travel the world with two recurring characters, Erika and Eliot, send postcards from different countries to their friends and share Swarovski products (see story).

“Younger generations are making more money than ever before,” Ms. Kirk said. “With the technology boom, we have CEOs in their 20s, and young executives making six figures by the time they’re 30.

“This is a demographic that works hard, has money to spend and enjoys rewarding themselves for their hard work,” she said. “With this campaign, Swarovski can open themselves up to this group.”

However, Facebook-based campaigns may not directly drive sales. Brands might consider adding other channels to extend its reach.

“With the recent news this week of Facebook’s biggest advertiser GM pulling their $10 million campaigns due to ‘lack of results,’ I think social media ROI is still very much a work in progress and each brand has to decide for themselves what works,” Ms. Kirk said.

Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York

Tricia Carr is an editorial assistant 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 tricia@napean.com.