H&M: Vote now! Choose the #BeckhamforHM ad that will appear in the Super Bowl (Standout Subject Line)
Sender: H&M
Sent on: January 27, 2014
Subject Line: Vote now! Choose the #BeckhamforHM ad that will appear in the Super Bowl
Inviting the brand’s groupies to have a say in which of its ads (featuring Beckham in nothing but H&M underwear) would run in that year’s Super Bowl is pretty genius. Every time anyone who participated in this ‘vote’ will have seen the ‘winning’ ad from then on, probably felt an even stronger connection to the brand than they did before. Ten points for nurturing brand loyalty!
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