Supermarkets are increasingly involved in the digital world, capitalizing on social media to reach their customers on a more personal level. One of the newer members to the social media landscape is Pinterest, which according to TechCrunch.com, crossed the 10 million unique monthly U.S. visitors mark faster than any other standalone site in history.*
Earlier this month, Albertsons LLC announced a Pinterest contest asking their customers to create a “Colorful Harvests” Pinterest recipe box and to pin three recipes from the websites of McCormick, Fisher Nuts and Albertsons. Customers must describe what they like most about each recipe, and submit the recipes to a contest website. The top three winners receive a cash prize.
According to Albertsons Digital Content Manager Elizabeth Perryman, “Hosting a contest that encourages consumers to create an amazing Pinterest recipe box and reward them for great recipe collections will be a fun way to celebrate what we love about the holidays – food.”**
Using social media allows retailers to interact on a personal level with their consumers. Tying social media to the holidays, like Albertsons is doing, provides a high level of consumer engagement. Partnering with McCormick and Fisher Nuts is also a great branding opportunity that encourages consumers to search for branded recipes.
The new Pinterest recipe boxes may even become part of family holiday traditions!
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* 2012, February7. Pinterest Hits 10 Million U.S. Monthly Uniques Faster Than Any Standalone Site Ever –comScore. Tech Crunch. November 19, 2012. http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/
** 2012, November 7. Albertsons Launches Pinterest Recipe Contest. Supermarket News. November 19, 2012. http://m.supermarketnews.com/marketing/albertsons-launches-pinterest-recipe-contest