Social Booty call?

Have you seen that latest from Old Navy?

It’s the booty reader.

I’m not making this up. The Booty Reader will actually read your booty – for free – and reveal your denim destiny.

Where do I get this gig?

 You tell the Booty Reader what your denim needs are the – and this is the best part – take a picture of your booty and give it to them! Old Navy is convincing women to take pictures of their butts and upload them to the internet. They have almost 1400 ‘likers’ on that portion of their Facebook page, to boot(y)….sorry.

I know this is being done with a tongue-in cheek (stop it) approach. And, I wonder if my butt looks too big in a web cam (alright, enough)

All kidding aside, this a stroke of sheer marketing brilliance. It engages their target consumer on an issue that is personal (and social) – and does it in a fun way. It personalizes the Old Navy brand. And, most importantly, it fosters interaction with the brand.

 I will be curious to see if this becomes a source of chatter on Facebook or Twitter. While I can easily envision a group of girlfriends doing this as a party prank, I’m not sure they will be tweeting the fact that they are having their booty read.  Old Navy has a pretty active brand page on Facebook but I don’t see a lot of women talking about their booty with relative strangers.

I’m a guy so I am not the target for this campaign. I find it funny, clever and engaging. I’m not sure women will see it the same way.

I’d love to know how women feel about this. Would they actually use it?

In the end, does it really matter if anyone uploads their photos to the booty reader? The simple creation of this interaction creates a buzz about the brand. The concept is more valuable than the participation.

Your thoughts?

Steve Allan

Social Media Specialist

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About Steve Allan

I am a Social Media specialist uniquely focused on the management, messaging and marketing of social media platforms for non-profits and small businesses.
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