Lenox Leverages Twitter and Facebook for Promotion

Lenox, East Longmeadow, Mass., a manufacturer of power tool accessories and hand tools, is taking to social networking in a big way. The company announced the Lenox “CUT” promotion last month, in which the company's Twitter followers and Facebook fans are automatically entered for the chance to win $500 in Lenox tools or a chance to win Lenox reciprocating blade kits, T-shirts or koozies. People who became a friend or fan by June 30 were automatically registered to win, and the winner was to be announced on July 1.

The company is also using text messaging, as in its Lenox Industrial Tools 301 Sprint Cup Series race on June 28, where race fans entered to win on-the-spot by texting to a number posted during the race on the Jumbotron at the New Hampshire Motor Speedway.

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