A Fred Perry competition not only encourages users to upload pics, but it also asks them for their stories too
The increasing popularity of social networking sites, most notably Facebook, means users are uploading and sharing personal photographs on a frequent basis. Young fashion brand Fred Perry has taken advantage of this in its latest marketing campaign.
The ‘Tell Us Your Story’ competition encourages users to upload images of themselves onto Fred Perry’s site and tell their Fred Perry story. According to the instructions, Fred Perry is “looking for your unique stories and images to illustrate the unparalleled relationship that Fred Perry has with music and street culture all over the world.”
Fred Perry has included an ‘Our stories’ section which allows users to read up on Fred Perry’s music heritage. The competition requirements state that images can be used from as far back as 1952 (when the brand launched) and must show the users wearing Fred Perry.
Once images or videos have been uploaded, they can be viewed on the ‘Your stories’ area. The Top Trumps-style layout of this page is clean and simple, and gives basic information on each image. Users can then vote on whether they like a particular image. From this page, images can also be shared through social networking sites and emailed to a friend.
With 28 pages of photos currently on site, the competition has clearly caught the eye of Fred Perry’s audience. By giving users a challenge to upload the best picture and also allowing them to vote on others, Fred Perry effectively keeps the audience engaged and returning to the site.
The campaign is set to continue until December, giving people plenty of time to try to win the £5,000 prize for the story with the most votes. And judging by the quality of the pictures uploaded so far, from a variety of decades and in a whole range of situations, the Fred Perry audience is definitely up for the challenge.