With the tagline 'Unveil the surprise', the campaign invites users to visit a dedicated microsite every day from 12 to 1pm and guess the Reebonz selling price for items featured in a live video feed. The first person to guess correctly wins the featured item at a heavily discounted price.
With the objective to engage and acquire new customers, the primary target audience is semi-affluent and affluent fashion shoppers, especially ladies who like luxury bags and are open to making significant purchases online.
Users can submit their responses through a Facebook comment box on the campaign site.
Lee Kuok Ming, CEO at 8RewardsRoad.com, noted that this campaign explored the boundaries of digital media, combining social media, live broadcast and plain old "guess-the-price" mechanics.
Sharanjit Kaur, assistant manager for PR and special projects of Reebonz, added, “We are thrilled that this unique contest is off to such a great start. We seek to offer our followers a great shopping experience that surprises and excites them, and look forward to sharing more interesting campaigns to engage them in the near future.”
The campaign runs until 16 April.
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