But losses mount for the home furnishings e-retailer that went public in October.
The contest is another way to engage fans, the online jewelry retailer says.
Web-only jeweler Blue Nile Inc. is hoping a Grand Prize of a $7,500 diamond engagement ring and the opportunity to propose in a unique, although not necessarily romantic, New York City setting, will be enough to lure prospective grooms to enter its “Manliest Man” contest on Facebook.
To enter the contest, which began Oct. 5, men must submit a story or post a video on Blue Nile’s Facebook page explaining what they would do to earn the “perfect proposal.” Blue Nile offers examples such as “Wrestling a wild boar whilst wearing a ham necklace,” “Reciting the 100,000-verse Indian Sanskrit Epic, Mahabharata, backwards,” or “Abstaining from the entire season of football (excepting the SuperBowl).” Submissions will be collected until Nov. 4.
All entries are posted anonymously. Early entries included “Ultimate Pain,” “She’s worth everything…” and “Truly Makes My Heart Flutter.” The top five stories will be displayed for public voting during the week of Nov. 7. At the end of the week the top earner will win the Grand Prize.
“It’s another vehicle to talk to our customers,” he says. “Social media is much more fun, much more tongue-in-cheek, so we wanted to go a humor route. Our Facebook fans are sophisticated, intelligent but also have a great sense of humor.”
In addition to the ring, the winner will receive first-class airfare to New York City; accommodations including hotel stay, dinner for two, transportation and $1,000 in spending money; and an opportunity to propose on the floor of the NASDAQ exchange on Friday, Nov. 25.