HOF shakes it up with snow globe promotion

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HOF shakes it up with snow globe promotion

November 21, 2008

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Hearts On Fire's virtual snow globes allow participants to send a hint for a gift of diamond jewelry wrapped up as a holiday greeting.

Boston--Hearts On Fire (HOF) has created a virtual way for fans of the brand to send holiday greetings while also hinting for a gift of diamond jewelry.

Beginning Nov. 24, visitors to HeartsOnFire.com can upload personal photos into a virtual snow globe, customize it with 3-D animation elements--including images of Hearts On Fire diamonds--and e-mail it as a holiday card to friends and family.

Hearts On Fire Vice President of Marketing Caryl Capeci said the snow globes provide a perfect way to send holiday greetings while, at the same time, allowing customers to let loved ones know what they want for Christmas.

"Our goal with this promotion was to create a new and exciting way for people to send holiday greetings this year while providing a fun, casual environment to shop for diamonds," Capeci said. "The customized snow globes, complete with sparkling diamond snow, provide the ideal setting to 'drop a hint' for that perfect holiday gift."

Boston-based Modernista, together with Portland, Ore.-based Silk Tricky, created the promotion for Hearts On Fire.

Modernista co-founder Gary Koepke said the Hearts On Fire brand was one they could approach in a more modern way.

"That was the genesis for this new interactive e-card," he said. "It was created to maintain a high-end feel and engage with people on a very human level."

The Boston-based diamond brand, which is noted for its brilliance and touts itself as "the world's most perfectly cut diamond," opened its first retailer owned-and-operated store this year in the United States.

It has a presence in 31 countries around the world, including locations throughout Asia, the Caribbean and the United Kingdom.

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