Capital One tomorrow will launch a Pinterest-based holidays contest, highlighting how the social pinning site has gotten brands' attention in the last year.
The credit firm will give away $100 Capital One Visa gift cards—10 per day—until Dec. 23, featuring appearances from retail partners Saks Fifth Avenue, Neiman-Marcus, Best Buy and Kohl's. On the 12th day, the grand prize will be a gift card worth $4,500.
The brand aims to "create buzz and awareness around its Pinterest presence," a Capital One rep said today.
The Tysons Corner, Va.-based company is anything but alone on Pinterest, as brands try to take advantage of the site's increasing popularity. For instance, PetCo has been running a Pinterest campaign with the same "12 Days" theme since the beginning of December. And shoes retailer Toms and hunger-focused org Second Harvest have teamed up in a charitable Pinterest effort around the holidays.
Pure and simple, brands follow the eyeballs online. According to Nielsen, Pinterest grew 1,047 percent from September 2011 to July of this year.