Groupe Dynamite conducts online video campaign
Montreal-based women's clothing retailer Groupe Dynamite has begun an online marketing campaign in association with Elle Canada magazine to promote its fall line of products. The campaign focuses on a 60-second video hosted on the Dynamite.ca website and the company's Facebook page. The video can be customized to include an image of the viewer, by which the viewer takes on the role of a fashion blogger and appears on the cover of Elle Canada. The user can then email the video to others or post it to their own Facebook page. The initiative also includes a contest for participants, the winner of which will receive a $500 shopping spree and a subscription to Elle Canada. "We know that it is vital for our customer to feel connected to our brand," said Ariane De Warren, the company's marketing manager. "With this video, we're providing her with an interactive, playful and innovative experience which will strengthen her relationship with Dynamite."