RAPAPORT... Kay Jewelers has offered visitors to its social media pages a
chance to enter a prize draw that provides an opportunity to plan that perfect marriage proposal
and buy an engagement ring at a promotional price.
Users
could enter the competition through an online quiz. Those answering the questionnaire were required to submit their name and contact details and enter a draw to win one
of ten $100 Kay gift vouchers.
The company created a dedicated website, www.kayproposalplan.com, that let users select the preferred time of a marriage proposal, choose a desired location
for that dream event and decide who would be present besides the spouse-to-be
at the time of popping the question. There was also an option to identify the color,
size and style of the engagement ring as well as the shape of the diamond.
After completing the quiz, the
user was presented with a generated description that captured the type of proposal the
user dreams of, such as “Insta-worthy” or “The Private Proposal,” based on their answers to the multiple choice quiz, and let the user post the result on social
media.
It also launched the hashtag #ProposalPlan on the social media site Twitter to get people involved in the web campaign.
After reaching the results page, would-be brides who dropped a
hint by emailing the results of the questionnaire to their loved one through the site would get a
special promotional price for the ring, the page said.
This promotion, which has now closed, came close on the heels of the company’s
owner Signet Jewelers’ plans to boost
the Kay brand with a number of holiday-season initiatives, including a
two-stone diamond campaign together with De Beers, a renaming of unbranded products
and 250 new-look store formats, according to a Nomura research note published October 12.
Kay’s holiday-season sales for the eight weeks to December
27, 2014 were $714.6 million, a 3.4 percent increase on a same-store basis
over the previous year, it reported January 8. The jeweler also recently launched a
Star Wars collection. |
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