News & Blog

LYCRA® MOVES YOUNG CONSUMERS with Legfie™ Love online contest

Jan 23, 2015

LYCRA® fibre is hosting a brand new online Facebook competition directed towards young hosiery consumers in Europe. These women living in France, Germany, Poland, Spain, and the UK, are invited to submit a photo on Facebook of their legs wearing tights, stockings and leggings, for a chance to win unforgettable prizes and moving experiences. In line with the new LYCRA® MOVES YOU™ strategy, the LYCRA® brand aims to engage the younger consumers of this retail category by bringing fashion hosiery onto their radars and by re-energising them. This is the first pan-European consumer-oriented activity since the launch of the new LYCRA® brand positioning.

The contestants are encouraged to take a selfie of their legs, coined as “legfie™,” showing the essence of the LYCRA® brand such as freedom, movement, comfort, and fit, and to submit their most daring, fun and original photos for the chance to win:

  • A trip for two to Australia where they could have the chance to dive, surf, climb or touch the clouds of the beautiful Sydney sky
  • A weekend for two at the Ushuaïa Ibiza Beach Hotel
  • A year’s supply of hosiery from one of our participating partner brands

Legfie (TM) Love online contestLegfie™ Love is open to residents of France, Germany, Poland, Spain, and the UK, and we are working in collaboration with Divine Paris, Hudson, Gatta, Marie Claire, and Pretty Polly. To enter the contest, consumers go to the LYCRA® brand’s Facebook page, and enter the contest through the tab entitled “#LegfieLove Contest”. Here, they choose the country they are a resident of, submit a legfie™, and wait until we validate the photo. They then receive a link to the photo that has been posted on the contest application. Their goal is to share the link to collect as many votes as possible. A contestant needs at least 15 votes to make it into the second round to win a chance at the prizes.

In the next stage, a jury made up of three fashion industry professionals in each country will choose the winners – three per state. The contest is live and running on the LYCRA® brand Facebook page from January 12th to February 1st, and consumers will have until February 8th to get the minimum votes for a chance to win.

A video targeted to this younger audience was developed to promote the contest and the prizes.

Additionally, the contest is being promoted via the web, social channels, and the trade and consumer press.

LYCRA®, LYCRA® MOVES YOU™ and legfie™ are trademarks of INVISTA

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