“Estee Lauder Event: Need a great photo for your social network page, website or blog? Come in for a free makeup and photo plus a 10-day supply of foundation.”

Lots of marketing campaigns use social media as a component of promotion. We’ve all seen: “Find us on Facebook! Follow us on Twitter! Subscribe to our blog! Watch us on YouTube!” But Estee Lauder’s use of social networking as the hook—rather than the mouthpiece—to get people to try their products was unique. I had to check it out.

When I made it over to Estee Lauder, the counter was buzzing. Several makeup artists worked their magic. Women lined up patiently waiting for their spot in a chair. A professional photographer sat poised with his camera ready to capture the new-found glamour of each woman present. And three other staff members manned glossy Mac computers: at the ready to print, upload and tag the resulting photos to any and all of the recipients’ desired social networks.

What a brilliant use of social media! Estee Lauder’s smart marketing team even included a branded backdrop for the photographs, ensuring further extension of their brand’s reach (and an implied endorsement by each woman photographed) across a multitude of social media channels.

Estee Lauder’s campaign reminds us that social media can be used in many ways for many purposes. When planning marketing strategies that include social media elements remember to get creative and think outside your social media (makeup) box.