April 16, 2008, 12:00 AM

Ice.com stares social networking in the ‘Face’

Ice.com is making its third foray into social network marketing with a new video contest on Facebook.com. The contest, which runs through May 5, gives the winner a chance to win a diamond engagement ring.

Ice.com is making its third foray into social network marketing with a new video contest on Facebook.com.

The contest, which runs through May 5, gives the winner a chance to win a diamond engagement ring. To participate in the contest, new registrants on Facebook.com or existing users can film a creative video that lays out their specific reason for needing a ring.

The videos are uploaded to the iBeg section of Facebook.com, a social networking site with more than 70 million participants. The contestant that convinces the most people to vote for their video wins the ring.

Ice.com is partnering with Facebook.com and Qoof, a video commerce company, to conduct the contest. The new contest is the latest in a series of social network marketing events for Ice.com, No. 182 in the Internet Retailer Top 500 Guide. Last year the online jeweler conducted a similar contest on YouTube.com, which registered more than 6,000 contestants and 50,000 total views.

“You don’t need a lot of money to do this type of marketing, but you do need to be creative,” says Ice.com executive vice president of marketing Pinny Gniwisch. “Eventually social network marketing will be more mainstream and a key strategy for building brand awareness and online sales.”

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