Capital One's '12 Days of Pinterest' | Adweek Capital One's '12 Days of Pinterest' | Adweek
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Capital One's '12 Days of Pinterest'

Credit firm runs contest with Saks Fifth, Neiman-Marcus, Best Buy, Kohl's

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.

Pinterest users can enter for a chance to win daily and need to follow Capital One on the pinning site to participate. It has nearly 11,000 followers.

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.

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