Piaget prompts consumers to take Instagram’s Boomerang for a spin

Olivia Palermo for Piaget

Swiss jeweler Piaget is letting consumers take a turn in the spotlight with a social contest.

An extension of the brand’s Possession campaign, which uses the tagline “Turn and the world is yours,” the brand is asking consumers to film themselves using Instagram’s Boomerang app, which captures footage and then reverses it, creating a cyclical video. This contest allows consumers to place themselves within the theme of the campaign, allowing the message of changing perspectives to resonate on a deeper level.

Taking a turn
Piaget has provided an incentive for the contest, offering the winner the opportunity to meet style icon Olivia Palermo in New York.

Ms. Palermo plays an influencer role in Piaget’s latest Possession campaign, sharing her own take on the collection’s seductive powers through a series of Instagram posts. In videos, she dons rings, bracelets and a pendant necklace, turning the jewelry to change its angle.

On the microsite created for the campaign, Piaget lays out the contest rules. Entrants have to follow the brand on Instagram and post a video using Boomerang to the social platform.

Launched last October, Boomerang strings together a series of photos to create a video that loops, allowing consumers to defy the rules of motion. For instance, someone could photograph a friend jumping downward and then reverse the motion, sending the subject back to their starting point.

Introducing Boomerang from Instagram

Piaget prompts consumers to create a video that depicts their interpretation of the turning theme of the campaign, tagging it #MyTurn. They then submit a form with contact details, linking their Instagram account, and they are entered to win.

The contest closes on April 15.

Piaget’s efforts around its Possession collection have typically been geared toward a younger audience.

The Richemont-owned jeweler proved it can keep up with competitors by releasing a modern campaign for the Possession ring that was easily shared on social media.

Many luxury jewelry brands do not take advantage of the latest marketing strategies, preferring to continue with traditional print campaigns in magazines as opposed to the mobile and social media platforms that have become standard in other industries. Modern campaigns that use social media and video can allow a brand to have a larger reach and appeal to younger consumers (see story).

from Jewelry – Luxury Daily http://www.luxurydaily.com/piaget-prompts-consumers-to-take-instagrams-boomerang-for-a-spin/
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