SnapTag

Objective:
Deploy an interactive text strategy that would keep consumers engaged with COVERGIRL and ensure that the brand was top of mind during the fall season.

Where:
In magazines.

Call to Action:
Win a Swag Bag from Star's Red Carpet Event.

Marketer Value:
Through providing an interactive and fun experience for consumers, COVERGIRL was able to deepen their relationships with consumers by providing tips and occasions for using the brand's products.

Consumer Value:
The consumer value was twofold: a chance to win a red carpet event swag bag and COVERGIRL products, and style-watch text updates that kept consumers looking their best during the fall season.

How it worked:
After activating the SnapTag, consumers replied "join" to enter the sweepstakes and opt in to COVERGIRL'S Text Club.