Duane Reade kicks off Facebook campaign to promote store-brand hosiery

NEW YORK — Duane Reade, which is owned by Walgreens, has announced a seven-week social media campaign to raise awareness of Duane Reade-brand hosiery products — produced by Doris Hosiery Mills.

The campaign will aim to help New Yorkers find the perfect legwear for a multitude of events in time for the winter season. The "Show Us Some Leg" contest, calls for entrants to upload their original photos wearing Duane Reade brand hosiery via a Duane Reade Facebook page application, commenced at midnight on Nov. 18 and will run through Jan. 7.

"The 'Show Us Some Leg' Facebook campaign allows New Yorkers to engage with Duane Reade on strategic digital, social media and in-store platforms," stated Calvin Peters, online/public relations manager of Duane Reade. "By promoting the affordability and quality of Duane Reade legwear and the ubiquitous nature of Duane Reade stores, we are helping busy New Yorkers find the right legwear option for all occasions. The quality is without question, working with Doris Hosiery Mills which produces the hosiery for leading fashion brands, reinforces the trendsetting appeal and the incredible value these products represent."

Initiatives to create and foster interest along with participation in the contest are integrated using multiple digital marketing platforms, including a promotional video featuring celebrity blogger, Jess Zaino of Cheap Chic Shopping Tours, that will run on the Duane Reade Web site, Facebook page and YouTube TV channel; Twitter parties; vlog posts by Duane Reade VIP bloggers; the publishing of photos submitted by entrants on Pinterest, Foursquare, Twitter and other social media sites; in-store signage, in-store radio announcements and POS flyers in Duane Reade stores.

During the first six weeks of the competition, celebrity judge Zaino will select a weekly winner. Winners will be chosen based on their photo submissions on Facebook. Each week will introduce a different occasion for entrants to wear Duane Reade legwear, including  Out on the Town, Date Night, Working Girl, Girls' Night Out, Layer Your Look and Holiday Party. Judging criteria will include enthusiasm, pose originality, public appeal, the alignment of the photo with the weekly theme and Duane Reade "brand spirit."

Each individual entrant will be restricted to a single submission per week, and each week there will be three winners (18 weekly winners in total), with a grand prize of an iPod Touch, a second-place prize of $200 worth of Duane Reade gift cards and a third-place prize of $100 worth of Duane Reade hosiery products. The winner of the grand prize for the best overall photo will be chosen by public vote on the Duane Reade Facebook page. The GPW will receive an Apple iPad, $200 worth of Duane Reade gift cards and $100 worth of Duane Reade hosiery products.

Duane Reade brand hosiery products include socks, tights, sheer hosiery, toe covers, foot covers, knee highs and leggings priced between $3.99 and $14.99.

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