The Holt Renfrew ‘Find a Bike’ contest via Twitter is a photo contest inviting participants from Toronto, Montreal, Calgary and Vancouver. The aim was to promote a more eco-friendly mode of transportation.
A bike would be hidden in each of these cities, and the first person to take a picture, tweet it, attach the correct respective hashtag (that differ between cities) would win a basket prize. Participants could follow the Holt Renfrew Twitter stream for clues to the location of this bike. The contest took place over 3 days, with different prizes offered each day.
This is an example of big companies becoming more aware of their market, recognizing the power that social media plays in the everyday lives of today's consumers and thus, facilitating a stronger sense of community. Holt Renfrew definitely knows its stuff.