Lorna Jane has recently launched a new Facebook application, You Look Fit, which simultaneously raises brand awareness and promotes consumer interaction.
The app, You Look Fit, offers users the chance to win $2,500 in cash and a Lorna Jane wardrobe worth $2,000. Photos tagged will then be considered for repurposing on a moving billboard, which will be roaming Australia’s major cities next month. Together, the app and the billboard form Lorna Jane’s March/April ‘Brave New Active World’ campaign.
The mission for this promotion is to encourage women to inspire and encourage each other, with the app acting as a platform for the interaction. The interface is simple to use – all you have to do is select your friend of choice, decide which of their pictures you like best, and then tag it with up to three predetermined compliments from a much longer set list.
Compliments include “Work it!” and “If you’ve got it, flaunt it!” whereas more clothing item specific remarks, such as “Need!” or “Want it!” start to push the app into the realms of social product marketing.
Users can compliment up to 20 friends to increase their chance of winning.
This application, coupled with the upcoming billboard promotion, is an excellent example of not only Facebook’s new timeline apps, but also of how a marketing campaign can be used to blend the boundaries between the on and offline environments.