Lumify Eye Dance Challenge (US)
Bausch + Lomb is using TikTok to promote its Lumify eye drops through a dance challenge.
Bausch + Lomb is leveraging the popularity of TikTok to promote its Lumify eye drops. The company has launched a dance challenge called #LUMIFYEyeDance, encouraging consumers to create and share eye dance videos for a chance to win a makeover with the celebrity makeup artist Vincent Oquendo, including travel, accommodations, and a $500 gift card.
The campaign aimed to increase brand awareness and drive sales for Lumify, which has already gained significant traction on TikTok.
To enter the challenge sweepstakes, consumers needed to post a video of their eye dance on TikTok set to the Lumify song using the two official hashtags: #LUMIFYEyeDance and #WinIt.
The company also launched a so-called “sampling tour” that will run through four major U.S. metropolitan cities (including New York and Los Angeles) next month. The tour will have pop-up events for a Lumify “branded tiny home.”
The tiny home includes a refreshment bar “and interactive experiences” such as mini masterclass sessions taught by prominent local makeup artists. In addition, local social media influencers will be able to record their TikTok eye dance videos at a “selfie station.”