American Marketer


Vertu targets aspirational consumers with concierge contest

August 29, 2014

New Signature Touch New Signature Touch


High-end smartphone manufacturer Vertu is offering consumers a "dream come true" through their participation in its Concierge Competition on social media.

With the hashtag #VertuConcierge, social media followers invited to send a request to the Vertu Concierge in 10 words or less on Facebook and Twitter and the winner will have their wish granted. The competition will allow the brand to showcase its concierge service to those who may not be familiar with it.

Genie in a phone
The competition will be open for a week and once closed Vertu will pick the top 10 requests. Social media fans will then have the opportunity to vote upon their favorite request.

To enter on Twitter participants must tweet at the brand with #VertuConcierge in 10 words or less. Entering on Facebook requires the participant to comment on the competition post on the brand’s page with the same hashtag and word count.

The brand will pick five entries from Twitter and five from Facebook. The tweet with the most retweets or the comment with the most likes will win their wish.

Vertu Conceirge

Vertu Concierge competition

The request is limited to the worth of about $1,318. The contest will take place between Aug. 29 and Sept. 5.

Social media contests can appeal to the younger consumer and spark interest among aspirational consumers.

For instance, Four Seasons Hotel Hong Kong interacted with a diverse group of young consumers by inviting Instagram users to capture views of the cosmopolitan city.

The summer contest sought to bring new visitors to the hotel and invigorate current visitors with a creative mission. Instagram competitions of this kind breed memorable ties by spurring entrants to make new experiences (see story).