Mothers Weigh in On Economy for Sears' “Busted Moms”
Vincent Salera — March 29, 2009 — Marketing
References: bustedmoms
Is anyone not on Facebook these days? In order to reach a younger and hipper market, Sears has launched a contest called "Busted Moms" on Facebook that asks moms to tell Sears how the slowed-down economy has affected them and why they deserve a mommy makeover worth $2,500.
Moms are invited to text, upload photos and videos on a regular basis. Their Facebook usernames are used to enter the contest.
Implications - Not only is this an effective way to give back to the community, this is a strong way for Sears to establish themselves as a company who cares about its consumers during these tough economic times. Let's hope this is the beginning of a new movement among similar companies.
Moms are invited to text, upload photos and videos on a regular basis. Their Facebook usernames are used to enter the contest.
Implications - Not only is this an effective way to give back to the community, this is a strong way for Sears to establish themselves as a company who cares about its consumers during these tough economic times. Let's hope this is the beginning of a new movement among similar companies.
Trend Themes
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Facebook Contests for Moms — A trend in reaching the younger and tech-savvy mom market through social media contests.
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Marketing Through User Generated Content on Social Media — Using user-generated content in social media to create buzz and customer engagement.
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Corporate Social Responsibility — Establishing a company image as caring for its consumers through community involvement during economic hardships.
Industry Implications
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Retail — Retail companies are seen to benefit by using social media to reach and engage consumers during tough economic times.
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Marketing and Advertising — Marketing firms that specialize in social media and advertising can help companies establish a social media presence and generate positive brand images.
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Non-profit and Community Organizations — Using similar social media contests can be implemented by non-profits and community organizations, to engage audiences and foster social responsibility.
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