Campaign Kicks Off Today Using Facebook, Twitter & Pinterest to "Search for the Rite Aid Nail Enthusiast"
Members of Customer Loyalty Program wellness+ Can Earn $10 +UP Rewards with $30 in Nail Purchases
Rite Aid today launched a comprehensive seven-week campaign to engage beauty shoppers around one of the hottest recent fashion trends – using a rainbow of nail polish shades to add fashionable flair or even create tiny works of expressionistic art.
At the center of Rite Aid's Nail Extravaganza campaign is the "Search for the Rite Aid Nail Enthusiast," a two-round contest that lets visitors to www.riteaidnails.com submit photos of their creatively decorated fingernails and toenails 1. The contest's first round begins today and runs through May 25.
Rite Aid is fueling the fun with approximately 20 different digital coupons available by e-mail and on Rite Aid's Facebook page at www.facebook.com/riteaid. Members of Rite Aid's free customer loyalty program wellness+ can save even more with a $10 +UP Reward that is used like cash on a future purchase2. To qualify, members have a four- and a three-week period to spend $30 cumulative across some two dozen nail brands including Sally Hansen, Nicole by OPI, L'Oreal, Revlon, JulieG, Essie and more.
"Nail art is the perfect way to add a little color to your summer style without spending too much green," said Judy Wray, category manager for beauty items including nail polish at Rite Aid. "The Search for the Rite Aid Nail Enthusiast contest will give all our fans, followers and Pinterest photo enthusiasts a chance to have fun, get noticed and enter for a chance to win some great Rite Aid prizes."
Contestants in the first round will be judged for originality, creativity and visual appeal by three beauty industry insiders: Essie Weingarten, Suzi Weiss and Julie G. The 10 semi-finalists will then receive official nail care kits that must be used for the final-round entry. A winner – and $1,000 Rite Aid gift card – will be decided by the public starting June 13 on Rite Aid's Facebook page. The winner will also have a chance to share nail expertise through Rite Aid's social media channels. See www.riteaidnails.com for complete contest rules.
To help spread the word, Rite Aid is harnessing one of the social media landscape's rising stars, www.pinterest.com, which allows people with similar interests to post photos on a virtual pinboard connecting them with others who of similar hobbies and interests. Entries can also be shared on Twitter using the hashtag #NailExtravaganza. The campaign is being featured in weekly circular advertisements in newspapers nationwide and online at savenow.riteaid.com. Extensive store displays are in all Rite Aid stores now to promote Nail Extravaganza.
Rite Aid Corporation (NYSE: RAD) is one of the nation's leading drugstore chains with approximately 4,700 stores in 31 states and the District of Columbia and fiscal 2012 annual revenues of $26.1 billion. Information about Rite Aid, including corporate background and press releases, is available through the company's website at http://www.riteaid.com.
- See in-store displays, weekly circulars or visit www.riteaidnails.com for details.
- Certain exclusions apply, see www.riteaid.com for details.
Contacts:
Rite Aid Corporation
Eric Harkreader, 717-975-5713
eharkreader@riteaid.com
