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Duane Reade To Launch "Show Us Some Leg" Facebook Campaign

The campaign uses integrated digital marketing platforms to introduce New Yorkers to premium, affordable and stylish Duane Reade legwear with options for every wardrobe

NEW YORK, Nov. 19, 2012 /PRNewswire/ -- Duane Reade, the largest drugstore chain in New York City, has announced a seven week social media campaign to raise awareness of Duane Reade™ brand hosiery products—produced by Doris Hosiery Mills. The campaign will help New Yorkers find the perfect legwear for a multitude of events in time for the winter season.  The "Show Us Some Leg" contest1, calls for entrants to upload their original photos wearing Duane Reade ™ brand hosiery via a Duane Reade Facebook page application, commenced at midnight on Sunday, November 18th and will run through Monday, January 7, 2013.2

"The 'Show Us Some Leg' Facebook campaign allows New Yorkers to engage with Duane Reade on strategic digital, social media and in-store platforms," says Calvin Peters, Online/Public Relations Manager of Duane Reade. "By promoting the affordability and quality of Duane Reade legwear and the ubiquitous nature of Duane Reade stores, we are helping busy New Yorkers find the right legwear option for all occasions.  The quality is without question, working with Doris Hosiery Mills which produces the hosiery for leading fashion brands, reinforces the trendsetting appeal and the incredible value these products represent."

Initiatives to create and foster interest along with participation in the contest are integrated using multiple digital marketing platforms, including: a dynamic promotional video featuring celebrity blogger, Jess Zaino3, of Cheap Chic Shopping Tours, that will run on the Duane Reade website, Facebook page and YouTube TV channel; Twitter parties; vlog posts by Duane Reade™ VIP bloggers; the publishing of photos submitted by entrants on Pinterest, Foursquare, Twitter and other social media sites; in-store signage, in-store radio announcements and POS flyers in Duane Reade stores.

During the first six weeks of the competition, celebrity judge Zaino will select a weekly winner.  Winners will be chosen based on their photo submissions on Facebook. Each week will introduce a different occasion for entrants to wear Duane Reade legwear, including:  Out on the Town; Date Night; Working Girl; Girls' Night Out; Layer Your Look and Holiday Party. Judging criteria will include enthusiasm, pose originality, public appeal, the alignment of the photo with the weekly theme, and Duane Reade "brand spirit."

Each individual entrant will be restricted to a single submission per week, and each week there will be 3 winners (18 weekly winners in total), with a 1st prize of an iPod Touch®, a 2nd prize of $200 worth of Duane Reade gift cards and a 3rd prize of $100 worth of Duane Reade™ hosiery products. The winner of the Grand Prize for the best overall photo will be chosen by public vote on the Duane Reade Facebook page. The GPW will receive an Apple iPad®, $200 worth of Duane Reade gift cards and $100 worth of Duane Reade™ hosiery products.

Duane Reade™ brand hosiery products include socks, tights, sheer hosiery, toe covers, foot covers, knee highs and leggings; offered in classic and fashion colors in the very affordable $3.99 to $14.99 retail price range – perfect for every occasion and wearer, from boardroom to boardwalk, from casual to chic to formal.  From a fashion standpoint, there are tights with various textures, back seams and Lurex, in addition to solid classic styles for $7.99 and $8.99; the increasingly popular ultra-sheer style retails for $6.99. The Microfiber legging has been a consistent best seller and is ideal for all wardrobes and favorably retailing at $14.99.

About Duane Reade 
Founded in 1960, Duane Reade is the largest drug store chain in New York City. In keeping with the company's brand vision of New York Living Made Easy, Duane Reade provides New Yorkers with prescriptions, health products and services, beauty products and services, food and convenience items for daily life in the City...everything for "How I Feel", "How I Look", and "What I Need Now". The company operates 250+ stores throughout the metropolitan New York region. Duane Reade is part of the Walgreens family of companies, the nation's largest drugstore chain with more than 7,900 stores in all 50 states, the District of Columbia and Puerto Rico.

About Doris Hosiery Mills  
Established in 1955 and the leading hosiery manufacturer and distributor in Canada—and 4th largest in North America—Doris' strength is built on strong research and development, category and market expertise, state-of-the-art-on-premises North American manufacturing. Close attention to quality, detail and market forecasting ensures that Doris products are on trend with unparalleled quality, longevity and affordability. Doris's private label division successfully manages many department and specialty store programs as well as its house brands, such as Kushyfoot (a favorite to Duane Reade).

1 Participants must be legal residents of CT, NY, NJ or PA and at least 18 years of age at time of entry.

2 To enter, during the contest period go to www.facebook.com/duanereade and click on the "Duane Reade™ Show Us Some Leg Contest" app. Photos must not feature or refer to any hosiery other than Duane Reade™ Brand Hosiery Products.

3 See http://www.cheapchicshoppingtours.com; http://youtu.be/VCa4SgfvghE; http://www.glamour.com/contributors/jess-zaino

SOURCE Duane Reade

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