Bergdorf Goodman is using Facebook to find models for its “Faces of 5F” fall advertising campaign, set to debut in Lucky magazine’s October issue.
The contest is one of a string of admirably progressive social media campaigns the Manhattan-based luxury retailer has launched in recent months, including a Facebook contest to design a Fendi tote and a competition to design one of its store windows on Polyvore.
Like the Fendi design contest, the “Faces of 5F” campaign is hosted on a separate tab on the retailer’s Facebook Page, where users can submit a short questionnaire and two photos from now until June 24. Men and women over the age of 16 without modeling contracts are eligible; semi-finalists will be invited to a casting call on July 7, from which a panel of judges, including Lucky Editor in Chief Brandon Holley, will select the winners.
Those who would rather not subject their looks to public voting can browse and cast votes for entrants and also search (a feature added by request from the community during last month’s challenge) to vote for their friends.
This is the first time Bergdorf Goodman has run a model search and the first time it has used non-professional models in an advertising campaign, says Cannon Hodge, the retailer’s social media manager.
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