Currys and PC World parent company Dixons Retail has partnered with Panasonic to launch its first Facebook marketing campaign. The ‘Your Moment’ campaign has launched online and offers people the chance to win Panasonic cameras and camcorders and a top prize of £5,000 by uploading their favourite ‘summer moment’.
The social media venture, created by ad agency Rapp, will appeal to photography enthusiasts through a dedicated Facebook page, promoted using Facebook ads. Online ads and video created by Rapp direct users to the brands’ Facebook page and encourage Facebook users to enable an app which allows them to upload their pictures.
Rebecca Jackson, assistant marketing manager at Dixons Retail, said the page will be a community for photography enthusiasts in the long term. “Your Moments is our first foray into Facebook for Currys and PC World and we see this as a great, fun way of engaging consumers initially,” she said. “Photos capture some of life’s special moments and we want Your Moments to be somewhere people can discuss what makes a great moment and how best to capture it.”
The community will provide Dixons Retail with a group of consumers whose interests are known, opening up future marketing opportunities.
Dixons Retail is one of the highest spending advertisers in the country, traditionally focusing on prime-time TV and press ads. Like other electricals retailers such as Best Buy, the move towards social media is considered important for brand-building among tech-savvy younger consumers.