Kohl's Black Friday Sweepstakes Gives Retailer a Boost on Twitter
November 27 2015 - 3:38PM
Dow Jones News
By Nathalie Tadena
The Kohl's Black Friday sweepstakes is gaining the retailer lots
of much-needed chatter on Twitter.
Consumers who retweet one of Kohl's #Kohlssweepstakes tweets are
eligible to win prizes such as tickets to the upcoming Star Wars
movie or kitchen appliances. The grand prize for retweeting the
product promotions is a shot at winning all 30 featured gifts.
The social sweepstakes campaign has earned Kohl's more than
112,000 mentions on Twitter in the last three days, more than any
other brand, according to data from social marketing firm
Spredfast. Kohl's has a track record of using Twitter to drum up
consumer buzz around the holidays in the past.
Outdoor retailer REI has earned the second-highest number of
Twitter mentions -- 48,554 -- in the last three days thanks to its
#optoutside campaign, per Spredfast's data. REI's stores are closed
this Black Friday to encourage customers to spend the day outside
instead of shopping. In the week leading up to Black Friday, REI's
#optoutside hashtag had been mentioned more than 290,000 times on
Twitter, nearly double the mentions REI received in the same period
a year ago, Spredfast found. REI is a Spredfast customer.
Amazon was the third most mentioned brand on Twitter in the past
three days, with more than 19,000 mentions. Target, also a
Spredfast customer, came in fourth with more than 18,000 mentions.
Victoria's Secret came in fifth with more than 16,000 mentions on
Twitter.
Marketing has been key this year to get customers shopping
online and in stores on Black Friday weekend. Though crowds of
consumers are still flocking to malls, Americans are making fewer
visits to stores for their holiday shopping and making more
purchases online. The National Retail Federation projects total
holiday retail sales, including in-store and online, to increase
3.7% this year.
Write to Nathalie Tadena at nathalie.tadena@wsj.com
Subscribe to WSJ: http://online.wsj.com?mod=djnwires
(END) Dow Jones Newswires
November 27, 2015 16:23 ET (21:23 GMT)
Copyright (c) 2015 Dow Jones & Company, Inc.
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