Wonderbra 'Take the Ultimate Plunge' Challenge Offers Women a Thrill
Katherinev123 — December 9, 2011 — Marketing
Bungee jumping is obviously not something many people associate with bras, but the Wonderbra 'Take the Ultimate Plunge' campaign is set to change that. Offering women a new and exciting experience, this campaign promotes the brand's new Ultimate Plunge bra by having fans bungee jump in front of a giant projected photo of Wonderbra girl Adriana Cernanova at Battersea Power Station in London.
The Wonderbra 'Take the Ultimate Plunge' challenge will select women, ages 18 to 25, who "like" Wonderbra's Facebook fan page. Along with the chance to win the bungee jumping adventure, participants will also get a chance to win a style consultation and shopping trip with Lydia Bright, star of TOWIE and now a spokeswoman for Wonderbra. Another prize is a "VIP night out in London" that includes two bottles of champagne, a reserved table at a hot London club and and an overnight stay at a 4-star hotel.
The Wonderbra 'Take the Ultimate Plunge' challenge will select women, ages 18 to 25, who "like" Wonderbra's Facebook fan page. Along with the chance to win the bungee jumping adventure, participants will also get a chance to win a style consultation and shopping trip with Lydia Bright, star of TOWIE and now a spokeswoman for Wonderbra. Another prize is a "VIP night out in London" that includes two bottles of champagne, a reserved table at a hot London club and and an overnight stay at a 4-star hotel.
Trend Themes
1. Experiential Marketing - The Wonderbra 'Take the Ultimate Plunge' campaign offers a new and exciting experience to promote their new Ultimate Plunge bra.
2. Social Media Challenges - The 'Take the Ultimate Plunge' challenge selects women who 'like' Wonderbra's Facebook page, which helps in increasing social media engagement.
3. Celebrity Sponsorship - Wonderbra's partnership with Lydia Bright from TOWIE may inspire other lingerie brands to explore more celebrity sponsorships.
Industry Implications
1. Lingerie - Lingerie brands can leverage experiential marketing to promote their products and engage more with customers.
2. Hospitality - Hotels and clubs can collaborate with brands to offer unique experiences to their customers and increase customer loyalty.
3. Fashion Retail - Fashion retailers can partner with celebrities to endorse and promote their products to a wider audience.
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