To be crowned “Mrs. Holiday,” you have to be a good cook and a good lobbyist. The like-gated Facebook app asks contestants to choose from a variety of Holidays and submit their favorite recipe for that day. Additionally, contestants have to upload a video stating their case for why they should be the magazine’s Ambassador.
The entries are going to be posted on the Taste of Home Facebook page throughout the Summer and will be voted on by page visitors. The top 100 vote-getters will be submitted to a panel of judges that will select the next Mrs. Holiday using a point system that sounds a lot like the judging process for a beauty pageant interview segment.
Whomever rises to the top with the panel of judges will be named Mrs. Holiday” and will get a one year gig that requires event appearances and pays $50,000. The 11 runners-up will win $1,000 each.
Sorry guys, the contest is only open to women 18 or older.
Fifteen years ago, a contest like this would have lived on the pages of the magazine and would’ve required entrants to snail mail clunky VHS tapes to participate. Peer voting would have been next to impossible. It is fun to see more and more traditional print magazines adapting to the digital world and finding more creative and efficient ways to run campaigns like this.
Who knows, maybe next year Mrs. Holiday will be selected with the aid of augmented reality….
Full disclosure note: Taste of Home Magazine’s parent company, Readers Digest Media is one of wedu’s (my day job) clients, but we are not contracted on this particular Facebook campaign. In other words, I am not getting directly compensated for this post; I just thought it was an interesting digital marketing promotion.