Walgreens' Duane Reade is promoting its branded hosiery products with a multichannel campaign that blends mobile and social in a Halloween-themed contest.

The ?Boo-tiful Legs? campaign asks consumers to upload photos of themselves wearing their Halloween costume and Duane Reade hosiery products. Consumers can enter via the mobile-optimized Duane Reade Facebook page until Nov. 3 for a chance at winning prizes such as a New York City spa experience of iPad mini.

?We have a high concentration of smartphone users within our NYC customer base, therefore every campaign we launch is optimized for mobile interaction,? said Calvin Peters, public relations and digital communications manager at Duane Reade, New York.

?The specific Reveal Tab(FanGate) we utilized for the Boo-tiful Legs Facebook Halloween Photo contest is built to perform seamlessly on both mobile phones and tablets,? he said.

Boo-tiful legs
The ?Boo-tiful legs? campaign engages consumers in an effort to promote the Duane Reade brand hosiery products, which are produced by Doris International. The hosiery products include socks, tights, sheer hosiery, knee highs and leggings.

Consumers can access the campaign by visiting the Duane Reade Web site, scanning in-store QR codes or following Duane Reade on Facebook, Instagram and Pinterest.

To enter the contest, consumers must "Like" the Duane Reade Facebook page and fill out some personal details. Then they can upload the photo of themselves wearing a Halloween costume and Duane Reade hosiery products.

On Nov. 4, consumers will be able to vote for their favorite entries by "Liking" those photos. Voting will end on Nov. 8, and the winners will be determined.

Ten first place winners will receive either an iPad mini or iPhone 5S. The grand prize winner will be selected from the ten first place winners by Mandi Line, costume designer for ABC Family?s hit series "Pretty Little Liars."

The grand prize winner will receive a New York City spa experience, which includes two nights double-occupancy hotel stay at the W Hotel in Manhattan, one 75-minute Blissage massage for the winner and a guest, one ?24 heaven? body treatment for the winner and a guest, one Fab Feet Pedicure for the winner and a guest and two dinners for the winner and a guest.

Duane Reade is also hosting a #DRLegCandy Twitter party tonight at 9 p.m. ET. Participants will be able to discuss costume-accessory  options.

They will also be entered into a separate contest to win up to $500 in Visa prizes.

Mobile social
A number of different marketers have been blending mobile and social to reach consumers.

Dental insurance provider United Concordia is currently running the Champions for Wellness campaign that asks consumers to vote for one of three charities via a mobile-optimized Facebook page (see story).

Johnson & Johnson also ran a campaign that asked consumers to take a selfie of their eye and post it within an app to raise awareness of the importance of eye exams and raise money for nonprofit Sight for Kids (see story).

Duane Reade is following in this trend to reach consumers where they are.

?According to the Adobe 2013 Mobile Consumer Survey, 71 percent of people use mobile to access social media, and we can?t afford to ignore these facts, especially having such a vast store footprint in the New York Metro area,? Mr. Peters said. ?It fits our customer profile and our goal of reaching them whenever and wherever they are.

?Uploading photos is the most popular activity on Facebook,? he said. ?Facebook has become the place to put your photos. This isn?t just from the desktop, but the smart phone and the tablet; Facebook is making a big push to become even more mobile.?

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York