1-800-FLOWERS.COM's Mother's Day campaign uses social media

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Floral and gift multichannel merchant 1-800-FLOWERS.COM has launched a Mother's Day marketing campaign that includes an online destination where visitors can share stories about outstanding mothers and which uses Bazaarvoice's social networking tool Bazaarvoice Stories.

Consumers can share their own personal story of a mom who has touched their life at www.spotlightamom.com through April 29. The stories can be sorted by “most inspirational stories” and “winning stories” as voted on by the community. A daily winner will be chosen who will star as the spotlighted mom of the day on the site and will receive a gift. Visitors also can share their favorite stories with their personal networks on Facebook, Twitter, Digg and del.icio.us.

Between May 4 and May 10, consumers will be invited to vote for one of the 10 finalists who will win a grand prize package, including a Beaches Resort family vacation, a year of flowers and more.  

The Spotlight A Mom contest is part of a wider marketing initiative called “Spot a Mom” meant to recognize mothers this Mother's Day. Consumers can visit the recently launched Web site www.spotamom.com for an interactive guide that matches their mom with one of eight motherly archetypes. The site then offers gift suggestions meant to reflect each mother's personality.

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