Benefit partnered with TaskRabbit to deliver post-St. Patrick’s Day hangover helper packages to San Francisco residents who tweet at the brand about why they need it. Tweets must be sent Tuesday between 9 am and noon PST tagged #LuckyBoost, and the packages will contain Benefit’s They’re Real mascara, Fakeup hydrating concealer, dry shampoo, pain relievers and snacks. Recipients will be selected at random.
The campaign is just one example of Benefit’s use of creative hashtags and rewards to encourage engagement. Our Intelligence Report: Instagram featured the brand’s #realsies campaign, which asked followers to post pictures of their lashes coated in the just-launched They’re Real mascara for a chance to win a yearlong supply. The #Benebrows campaign was similar, with posts of brows perfected with Benefit’s brow products. Benefit gathered 11,900 #realsies and 5100 #Benebrows entries.
Since Friday, many leading Beauty, Fashion and Lifestyle blogs have written about Benefit’s St. Patrick’s Day campaign. The hashtag has more than 30 mentions on Twitter a full 24 hours before the campaign start. For those needing help on Tuesday, Benefit Cosmetics is good hands to be in.