Luxottica has chosen to tap the potential of social networks and user-generated contents for the promotion of two of its key brands, Arnette and Oakley. In its newly launched campaign, “All eyes on me,” Arnette is offering to sponsor a young snowboarder chosen by internet users for the 2011-2012 season. Adressing them via Facebook as well as specialized snowboarding websites, Arnette is asking snowboarders from Switzerland, Germany, Austria, France and Norway who are under 20 and unsponsored to send a video of their feats. Five of the best will be chosen for each country by a jury, with the final decision on the winner left to internet users. A similar approach has been adopted by Oakley. The brand just launched a “Perform beautifully” competition, aimed at young sport-loving women. They will have to submit videos demonstrating their passion for outdoor activities which, after selection by a jury, will have to be voted online.

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