Sanjay Singh, formerly of Abercrombie & Fitch and Procter & Gamble, will head up a new data-analysis business unit.
A playful video contest will award a $500 voucher to the most popular entry.
If first kisses weren’t awkward enough—Cheek or lips? Do I tilt to the right or the left?—EyeBuyDirect.com wants consumers to consider the plight of eyeglass wearers this Valentine’s Day as the newly paired off pucker up for their first smooch. The e-retailer today kicked off a contest that asks eyeglass wearers to submit a video explaining the steps they take to avoid entangling their eyeglass frames with those of their sweeties.
The e-retailer’s How to Kiss With Glasses contest entreats consumers to show a hapless fellow named Charlie how they manage to avoid knocking frames. Participating consumers can win a $500 voucher for EyeBuyDirect.com. Videos can be up to 10 minutes in length and be uploaded to the contest’s microsite at howtokiss.eyebuydirect.com. The grand prize winner will be determined by weighing both the number of times a video is viewed and a popular vote. Consumers can submit videos through March 15 and the winner will be announced March 31.
“We wanted to be lighthearted in a different way for Valentine’s Day,” says a spokeswoman for the retailer. “We think this speaks to who our customer base is. Every eyeglass wearer has had a few awkward fumbles.”
She says EyeBuyDirect.com will promote the contest through its web site, e-newsletter, blog, Facebook page and Twitter. She says the company expects the contest will resonate most with eyeglass wearers in their 20s and 30s, many of whom already share photo mock-ups of themselves wearing EyeBuyDirect frames on its retail site.
The e-retailer says it has yet to set a goal for the number of videos it hopes to receive but says one of its goals for 2011 is to make shopping on its site more engaging and social. “We’re really hopeful and think it will be a socially engaging, smart way to not just buy eyeglasses but connect with our brand,” the spokeswoman says.