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Sophisticated marketers have a lot on their minds these days, such as developing and reaching audiences, creating consumer connections with meaningful content and campaigns, demonstrating business results — and, of course, doing it all in compliance with legal rules and guidelines.
The Federal Trade Commission recently completed an investigation into a Pinterest-based contest conducted by fashion brand Cole Haan. The contest asked participants to create Pinterest boards called “Wandering Sole” and pin five images of shoes from Cole Haan’s own board and five additional place images, all tagged #WanderingSole. The most creative entry, as judged by Cole Haan, would receive a $1,000 shopping spree.