“The element of collective participation turned entering a giveaway for a notorious fast fashion brand into an action akin to joining in with a TikTok dance trend” The purpose of the competition itself paled into insignificance as the entries became more outlandish and went viral of their own accord.
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A third drank a tray full of what she purported to be vodka shots, spelling out the letters PLT. Another hopeful made a gele out of PLT packaging – and won. One entrant even got the brand tattooed on their arm, claiming that, as a stick-and-poke tattoo, it would fade quickly (sadly not). This was repeated, daily, from Black Friday to Cyber Monday.Įach giveaway was greeted by increasingly desperate attempts from entrants to gain PLT’s attention, some which were clearly tongue-in-cheek, others which prompted an uneasy feeling. Predictably, they did and immediately announced entry requirements which included retweeting another post from the brand and hashtagging it with a specific phrase, like “#PLTPINKSATURDAY”.
Shop an extra 20% off with code: PINK20 through this link (valid until 11pm GMT) ✨👉 - PrettyLittleThing November 28, 2020įirst, PLT ensured massive anticipation by merely dangling the promise of free cash, declaring that if they got “30,000 retweets” they’d be handing out £1000 to 10 lucky winners.
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