Belk Launches Edwin McCain Wedding Contest



Regional retailer Belk has introduced a new social media campaign for brides-to-be, offering a live performance of Edwin McCain’s “I’ll Be” at their weddings.

Its “Share Your Love Story” campaign invites shoppers to upload a photo and their own stories of true love for prizes, including gift cards, $20,000 for their event, and having Grammy-winning McCain sing at their wedding. (The southern singer/songwriter's "I’ll Be" is said to be one of the country’s most-used wedding songs.)

The Charlotte, N.C.-based retailer, which operates some 300 stores in 16 southern and southwestern states, says the campaign is an effort to strengthen its bond with young shoppers. “Belk strives to create lifelong relationships with customers, engaging brides-to-be and maintaining that relationship throughout various life events,” Jon Pollack, Belk’s EVP of sales promotion, marketing & e-commerce, tells Marketing Daily in an email.

The digital campaign, he says, is supported by online and print marketing, as well as in-store activation points. It was created by HelloWorld, Pleasant Ridge, Mich., and allows users to select photos from Instagram, Facebook, Flickr, or a mobile camera roll for quick uploading. Once submitted, consumers are then incentivized to share their entry on Twitter or via email, to increase their chances of winning.

The retailer also recently introduced a new “Modern. Southern Music” effort, including a contest showcasing young southern musicians. “Music is central to the southern lifestyle, and has a strong influence on fashion," the company says in its release. “This campaign allows us to celebrate these moments with our customers and provide exclusive access to music partners that will create lasting memories.”

Winners get cash, the opportunity to perform at a Belk-sponsored/Live Nation amphitheater in Dallas, Birmingham, Raleigh, Atlanta or Charlotte, as well as a performance wardrobe and Belk stylist. Winning music may appear in its future TV ads, as well.

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