JCPenney partnered with Light as a Feather cast members to launch the #DreamPromposal contest
JCPenney wanted to generate mass awareness and affinity for their 2019 Prom Line.
What we did
We teamed up the cast of Light as a Feather to give writers the chance to win one lucky #DreamPromposal.
In 500 words or less, we challenged our community to share a story about their dream prom, including their dream prom outfit.
We pushed out a high impact video featuring Light as a Feather cast members between chapters of our most relevant stories, becoming the first-ever writing contest leveraging talent from Wattpad’s own IP!
7 of Wattpad’s top influencers were called upon to create Prom-themed bonus chapters in some of Wattpad’s most beloved stories.
The campaign drove massive engagement, generating 532 submissions of one-of-a-kind Promposals featuring characters taking inspiration from JCPenney’s Prom Line!
Our community was thrilled with the campaign, leaving 11,000+ amazing comments and votes, and reading the contest story and influencer chapters 185,363 times.
Clickhereto read how the campaign won an influenceTHIS award in Best in Contests, Challenges and Giveaways!