Wacoal Asks: ‘What Tempts You?’

Wacoal is hoping to drive sales of its luxury intimate apparel brands in the U.S. with a new viral campaign and sweepstakes for b.tempt’d, the company’s latest collection.

The Japanese company, which sells such brands as Wacoal Luxe in the U.S., has teamed with social media marketing agency Brickfish to kick off an online campaign dubbed, “What Tempts You?” at Btemptd.com/brickfish.html. Playing off the name of its latest collection, the Web site asks consumers to submit photos, blogs and videos of what tempts them. The winner, selected from the top 250 highest scoring entries, will receive a weekend of free pampering in New York, along with a guest.

“We created the b.tempt’d collection to embrace the youthful exuberance of women today,” Liz Smith, Wacoal’s national rep, said in a statement. “The ‘What Tempts You?’ campaign reflects the energy of our new collection, and we hope to inspire women across the Internet to get in touch with their flirtatious side.”

Wacoal also is awarding a free professional bra fitting session and a b.tempt’d wardrobe collection—valued at $500 and $250—to the individual who generates the most viral video, as well as runnerup winners. The promotion runs through April 9.