Social media agency Tamar has launched an international social media campaign for jewellery giant Michael Hill, focused on audiences in the U.S., Canada, Australia and New Zealand.
The campaign is part of a global competition to find the ‘world’s best couple’ who will be rewarded with the ‘ultimate engagement ring’, a 22-carat princess-cut diamond ring from Michael Hill.
The competition will be launched by American reality TV star Kim Kardashian, who will model the ring at New York’s Rockefeller Centre on October 18.
The ring will then tour nine cities between October 19 and November 4, including Toronto and Chicago, accompanied by chief executive Michael Hill.
To take part in the competition, couples over the age of 18 can sign up at www.my22ct.com and will compete in a series of online challenges over six weeks, voted on by the public.
The six selected couples will then go head-to-head in the Final, where a panel of judges will choose one winner who will be flown to Chicago to receive the 22 carat ring.
The five runners-up will each receive a $5000 Michael Hill gift voucher in the currency of their country of residence.
Tamar has worked in partnership with McCann Worldwide Sydney, which is responsible for web build and strategy, on the campaign.
Tamar’s objective is to develop the social media campaign, which includes blogger outreach, social network community development focusing on Facebook and Twitter, and moderation across all campaigns. Some bloggers will also receive replica rings.
Michael Hill, chief executive at Michael Hill, comments: “I have made a living from the love and romance industry and I really thought it was time to give something back, something precious, in the form of our unique, 22 carat diamond engagement ring.
“The contest is free to enter and we are expecting some really creative entries from romancing couples around the globe. The 22 carat princess cut diamond is the ultimate engagement ring.”
Tanya Goodin, CEO of Tamar comments: “This is a once-in-a-lifetime event that offers a truly amazing prize for the winning couple. We are delighted to be working on such a prestigious international competition to help Michael Hill engage with couples across the world and have been buzzing with anticipation about the launch. We’re confident that our social media expertise will help to make this high-profile campaign a huge success.”
www.my22ct.com
www.tamar.com