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How do video contests help retailers?

Written by Tom Ryan
The Container Store recently launched its first video contest, joining in on a trend that has included several other brands and retailers in recent years. The retailer asked contestants to create one- to three-minute videos from the customer's perspective that communicates "The TCS Difference" and the unique shopping experience The Container Store offers. They were encouraged to work three of the retailer's programs into their videos: POP! (customer engagement program); Contained Home (in-home organization service); and TCS Closets (new line of custom, built-in closets). Last week, the 10 films that won were revealed along with a social media contest to pick the winner among the four top film shorts. Each of the videos are highlighted on The Container Store's social pages with the top four featured in a targeted YouTube ad campaign through February. "We are always looking for new ways to communicate to our customers about our differentiators — quality, selection, service, great prices — and what makes The Container Store a special place to shop," said Melissa Reiff, president and COO, in a statement. Other retailers who have launched video contests include:
  • Dunkin' Donuts last November launched a #DDCoffeeJoy photo and video contest encouraging contestants to demonstrate how their favorite coffee brings them joy throughout the season;
  • Hannaford Supermarkets around last year's Super Bowl launched a 'Football Frenzy End Zone Dance' video contest;
  • Foot Locker last fall partnered with Asics to launch the "Real Lives. Real Runners" film contest. Filmmakers were challenged to document authentic runners in a short film, illustrating why they run and how running affects their lives ahead of the 2015 New York City Marathon;
  • Publix for several years has held a "Go Green" contest, prompting 6th, 7th and 8th graders to submit videos that express ideas about conservation and sustainability within their community or school;
  • Cabela's for the last few years has run a contest encouraging consumers to shoot a 60-second GoPro video of their outdoor adventures that explains "What's in Your Nature."
 

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