The Houston-based company used a social media platform that high school student sign up for a referral program called “Prom Reps”. The program allows a high school student to get a free tuxedo if they recruit ten friends. In 2009, the company felt the program was hindered because the student had to go into the local store. In 2010, the entire program went online and can be executed from the website MWTuxonline.com.
The prom reps can use a personal webpage or a PR Dashboard to keep track of their sales referrals. The website gives them a prom rep id number to give to their friends from more than 200 social media channels such as Facebook, Twitter, Myspace, and text messaging.
They added additional incentives to participating in the program. Teens can enter to win a Chevy Camaro and up to $100 in cash. They ran paid adds for the program on websites like Google, Bing, and Yahoo. They ran ads on teen sites like Gaia.com, myYearbook.com and other sites. They focused on many teen-oriented blogs as well to get a buzz around the launch of the campaign.
The campaign was overall successful and a great way to use social media for this program. I honestly believe that Men's Wearhouse needs to use social media on a more regular basis to create brand awareness.