Gerber leverages social media for contest

In a move designed to expand its existing consumer base, Gerber has launched its 2013 photo search, leveraging social media to encourage parents or legal guardians of children up to 48 months of age to participate.

Participants are asked to upload a recent photo of their children on the Gerber Facebook page for a chance to win a grand prize of $50,000 as well as the chance for their child to star in a future advertisement for Gerber. In addition, six Milestone winners will be selected based on Facebook fan votes. Photo entries are being accepted now through Oct. 27.

"The iconic Gerber baby has become a widely-recognized symbol representing Gerber's commitment to happy, healthy babies," said Bernadette Tortorella, integrated marketing manager, Gerber. "We are excited to bring back Photo Search to give parents a chance to share photos of their babies with the Gerber community. One lucky winner's child may also appear in a future Gerber advertisement."

This digital marketing effort generated more than 308,000 entrees last year. This year, the brand is showing off its tech savvy and making it easier for participants to upload photographs, which should be no more than 30 days old, before submission. This year’s entrants will be able to submit photos directly from Instagram or Flickr via smartphones and tablets.

Milestone category winners will each receive a 32GB Apple iPad with Retina display and Wi-Fi/cellular capabilities, an Apple iPad Smart Case cover, and a $150 Apple iTunes gift card (total value $1,000), which can be used to download tools and games.