The Jurys out for Westfield’s Marketing Campaign
Westfield has stepped up their social media street cred and is now advertising on Facebook. They have recently got a new Christmas promotion in the shape of a Facebook application. Participants can get the app on their Facebook page which reads ‘All I want for Christmas is a $10,000 Westfield Gift Card’ on the Facebookers wall. By doing this you instantly enter yourself for a prize draw where you have the chance to win just that. While it has been a huge hit with over 3,300 fans and hundreds of thousands of entrants and still counting but it has caused more than a little controversy.
It looks like they haven’t read the small print as in the promotion terms and conditions (4.2) Facebook has stated
‘In the rules of the promotion, or otherwise, you will not condition entry to the promotion upon taking any action on Facebook, for example, updating a status, posting on a profile or Page, or uploading a photo.’
Many others have also complained saying Facebook is not the same as Twitter, people don’t appreciate their home pages being filled with Westfield promotions. So maybe there are social guidelines to be observed when marketing on social media sites.
Facebook still have not acted on this and despite all of the criticism Westfield have said that they’ve done nothing wrong. They claim to have consulted their lawyers. Westfield have also since updated their fan page to add more prominent links to the draw. Apart from breaking the Facebook golden rules its outstanding success shows what a great marketing technique Westfield has tapped into on social media and so maybe all publicity is good publicity…
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Images by Jaycameron
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