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DVF prompts 140-character memoirs to make personal connection

U.S. fashion label Diane von Furstenberg is rewarding loyal viewers of its branded reality show “House of DVF” with a giveaway of a custom-branded Fiat during the finale.

For a chance at a Fiat 500X vehicles decked out in a DVF print, consumers are asked to share the story of how they became the woman they wanted to be via Twitter, a reference to the eponymous founder’s memoir title. Spurring social media interaction with the show will enable the audience to feel a part of the brand.

Reality ride
DVF introduced the contest on social media, sharing a picture of Ms. Von Furstenberg next to one of the cars. The Fiats were outfitted specifically for the second season of House of DVF, airing on E! now, giving viewers more interest at taking home one of the vehicles.

Consumers only have to tweet a photo and caption with the hashtag #DVFxFIATcontest before Oct. 12 to enter.

A panel of judges from DVF, Fiat and E! will pick five top entries for the public to vote on between Oct. 26 and 28. Then, on Nov. 1, when the season finale airs, the winner will be announced.

Diane von Furstenberg’s House of DVF is a reality television show competition to find its next brand ambassador.

The show casts eight millennial fashion-conscious women to vie for the opportunity to represent the brand around the world at parties and events. Through this TV show, DVF is not only introducing itself to a younger audience watching at home, but will also gain spokespeople who appeal to a younger demographic (see story).

This is not the first time DVF has used social media to draw attention to its show.

Before the first season aired, DVF launched a multichannel campaign in New York, draping her Heritage collection prints over six Lady Liberty statues scattered around the city, including in the Meatpacking District, Columbus Circle and SoHo. In a video, the designer explained that she was dressing the It-girl of New York.

If consumers take a photo with one of the statues and post it to social media with the tag #HouseofDVF, their picture will appear on E! Online’s homepage (see story).