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

          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

PR Newswire

NEW YORK, Nov. 19, 2012

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"
contest^1, 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 18^th 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 Zaino^3, 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
1^st prize of an iPod Touch®, a 2^nd prize of $200 worth of Duane Reade gift
cards and a 3^rd 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 (afavorite 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

Contact: Calvin Peters, Duane Reade, +1-212-356-6827, petersc@duanereade.com;
Lipton Publicity, Inc., +1-212-750-6654, liptonpublicity@aol.com; Rena
Resnick, 5W Public Relations, +1-212-584-4323, rresnick@5wpr.com
 
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