Check it Out: Let it Snow, Let it Snow, Let it Snow

I know what you're thinking: What, is this guy nuts? Much of the nation is just beginning to see signs of life after digging and thawing out from one of the harshest winters on record, and he's asking for more snow? Well, not exactly.

I wanted to take the opportunity in this space to highlight a truly unique and creative marketing campaign from Lands' End (and it just so happens to involve snow).

With the Midwest section of the country buried under more than a foot-and-a-half of snow from a Feb. 1 storm, essentially trapping people in their homes, the marketing team at Dodgeville, Wis.-based Lands' End (themselves dealing with the effects of the storm) came up with an idea: Why not take advantage of the fact that there was a captive audience who would be looking for indoor activities — e.g., shopping online. In particular, Lands' End sought to engage consumers online via its social media outlets. And so Lands' End's Virtual Snow Day was born.

Check out the press release I received from Lands' End on Feb. 1, a day in advance of the event: "In anticipation of a snow day for millions on Wednesday, Feb. 2, 2011, Lands' End is launching a campaign to engage with those that want to log online while snowed in. From Facebook contests at www.facebook.com/landsend to a 'Twitter Storm' of activities, questions and giveaways at @LandsEndPR on Twitter, the company is prepared to offer a flurry of activities for those with impending cabin fever."

Beginning at 11 a.m. EST, Lands' End engaged its Twitter followers. Activities included posing fun weather trivia to followers, hosting a forum for snow day Q&A and offering giveaways to followers. The event wrapped up at 3 p.m. EST. To help promote it, Lands' End tapped its Twitter followers, Facebook fans and blogger network to invite participation. It also issued a search engine optimization advisory.