Harrod’s Green Man Dancing
By Andrew Barratt on Friday, June 14, 2013
Harrod’s iconic Green-men/Doormen are being thrust into the spotlight to promote the infamous annual Harrod’s Summer Sale.
London luxury department store Harrods is targeting local shoppers through a social media campaign in which lucky shoppers’s have the chance of winning £1,000 to spend in-store.
The retailer has bolstered the asset of the ‘Green Man’ – which is the uniform of the doormen – and are dancing in the streets of London to promote Harrods annual sale. Shopper’s then snap a picture on their phone, and enter the competition by taking an image of him and posting it to Twitter using the hashtag #HarrodsSale.
Not only is the contest creating a social media digital and online buzz for the retailer, but it is also making use of out-of-home marketing since the Green Man is likely to draw attention on the streets.
Other luxury retailers have used mobile-based campaigns to excite consumers about annual campaigns. For instance, department store Barneys New York engaged consumers in its Electric Holiday campaign by giving away gift cards by giving out clues on how to win it that were sent out through Twitter and Instagram. Also, Bloomingdale’s hosted an SMS contest with Microsoft that took place each day of the semi-annual “Hot” event Sept. 6-16, 2012. Consumers could text “ITSON” to 51515 for the chance to win a Microsoft prize pack that included a Windows tablet, Microsoft Wedge Touch Mouse and Keyboard, and Windows 7 and Microsoft Office 2010 featuring OneNot