Meijer combines social media and TV in new promo

Grand Rapids, Michigan-based discount retailer Meijer is giving customers the chance to help create a TV commercial, and gaining some free social promotion in the process.

In a new contest, Meijer is asking shoppers to submit photos showing how the retailer supports their “home team,” which could range from a local Little League team to a Major League Baseball franchise, through an application on its Facebook page. Ten winners will receive $100 Meijer gift cards, and all photos have the chance to appear in the commercial.

"Meijer is a Michigan company that's committed to making the communities we serve better places to live, work and play," Laughlin said. "We are pleased to support thousands of athletic programs across the Midwest, including hundreds in Michigan, through sponsorships of scoreboards, uniforms, sports equipment and concession stands. We look forward to sharing those partnerships in our advertising."

The commercial is scheduled to debut later this summer, and will feature images of athletic teams Meijer supports. The contest is open through May 1.

This is the second time in two years that Meijer has enlisted its customers to submit photos to appear in a commercial. In 2014, Meijer selected 28 photos – out of more than 3,200 submissions – for a 30-second commercial. Four additional youngsters were chosen for a 60-second online version.

Meijer is creating large levels of social engagement and enthusiasm for a relatively low cost through this promotion. “Hard” ROI may be hard to calculate, but the “soft” returns are plenty.