Julep wants the public to snap photos of the ads and post them to social media using hashtag #PlieWand. At random, the brand will select one person to win a Julep prize pack worth $100.

?Julep?s treasure hunt allows for gamification of media, encourages the consumer to produce user-generated content and amplify this content in social media,? said Gary Schwartz, CEO of Impact Mobile, New York. 

Julep is known for vivid, high-quality advertising. 

Its email blasts tend to feature enticing captions, imagery and artistic nail polishing creations.

For the life-size ads around San Francisco, Julep does its part in the physical world and is asking its fan to contribute their part by bringing the ads online. With the use of the hashtag and images, Julep can outsource its job of advertising for its new product without heavy lifting. 

Consumers generating buzz on social networks has become the best source for word-of-mouth advertising. Julep fans that follow the brand on Facebook and Twitter will see its posts about the contest, and will be willing to participate given the incentive of a prize.

The ad reads, "There must be a better way. Meet the Julep Plié polishing wand."

Julep?s products are higher priced than nail products offered at drugstore retail locations, so fans of the products are more interested in giveaways because of ther value.

Receiving giveaways, or even given the chance to receive them, entices consumers to check out a brand?s offerings and more than likely leads to conversion.

In addition to its vivid ads, Julep has leveraged SMS in the past to incorporate mobile.

In 2013, Julep used SMS to build up its Mobile Insider database and entice consumers to opt-in with a 50 percent-off offer.

The company ran an email campaign to get the word out about the promotion. The Julep email read ?We?re already on your fingers? now we?re at your fingertips. Become a Julep Mobile Insider and get 50% off your next color? (see story).

An omnichannel approach to marketing has shown to generate more ROI.

?From day one, mobile marketing has been about blending smart interactivity into path-to-puchase,? Mr. Schwartz said. ?Lighting up products, shelf talkers and bus shelters are job one for any company focused on engagement. 

?A digital CTA drives this engagement,? he said.