Moët & Chandon's YouTube video about contest Prizes are not listed on any of the brand’s advertisements for the contest, but are within the terms and conditions and will be given to each month’s winner. The prize is a dinner for two in the winner’s hometown, in a restaurant that serves Moët & Chandon Champagnes.Across Facebook, YouTube, Instagram and Twitter, as of press time, the brand has nearly 630,000 followers. Each one of these enthusiasts may see this contest and potentially participate.
Connection with brands The evolving theme of Moët & Chandon’s contest will encourage fans to check back each month and will create a reason for the brand to advertise the contest again. Other brands have adopted an evolving theme for similar contests.Four Seasons Hotel New York, for example, advocated for high spirits this summer with an Instagram contest asking fans to show their love for the city.The hotel teamed with a global vacation photography company, Flytographer, to launch the #FSNYSummerLove photo contest. Hotel guests and New York locals are encouraged to return to Four Seasons Hotel New York’s social media pages to discover the weekly contest theme all summer long (
see story).Other brands have pushed multiple directives right away to inspire as many submissions as possible.For instance, Italian automaker Ferrari kept a new social media contest as open-ended as possible by asking fans to showcase their passion for the brand.The Snap your Passion contest garners photos that show how Ferrari has branded fan lives in some way, whether through a vehicle, clothing or a tapestry, thus turning the entrants into brand advocates. Although the contest did not present much in the way of originality, it affirmed the notion that many fans just want to connect with their favorite brands on a regular basis (
see story).Entering a photo or posting a hashtag, despite the simplicity, can create a deeper connection between a brand and its consumers."Sometimes exclusivity is the right approach," Mr. Cohen said."Perfect for product releases or sneak peaks," he said. "Sometimes you just want the whole world to know you're awesome."That's the approach here. By opening up the contest to all its social media platforms, Moët & Chandon is ensuring the maximum possible social reach, and therefore the most social endorsement for its product."
Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York