The retailer, a division of Miroglio, had an exclusive on four Betty Boop styles from one of King Features’ Italian licensees. Inspired by the announcement of the Simon Cowell film initiative, Fiorella Rubino created an event surrounding it. King Features is the worldwide exclusive licensing agent for the flagship Fleischer Studios character. Fiorella Rubino used the T-shirt collection as the basis for an in-store “selfie” contest, called “Searching for Miss Betty Boop.”
The contest was structured so that consumers who purchased a Betty Boop garment were then entitled to take a selfie with Betty and, by posting the photo on the Fiorella Rubino website, were entered to win a professional photo shoot. The promotion has been a big success with more than 800 photos uploaded and thousands of votes cast.
The contest is prominently highlighted on the home page of the Fiorella Rubino website
In addition, Fiorella Rubino created special weekend events for its top-performing stores featuring professional photographers taking pictures of the customers. Many of the Fiorella Rubino stores are located at shopping malls and the contest has received additional exposure thanks to the publicity efforts of the malls themselves.
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