David’s Bridal Targets Prom-Going Teens with Contest

David’s Bridal is giving teen girls a chance to design and share their dream prom ensemble through an online contest that offers the chance to win a $5,000 scholarship and other prizes.

Teens 13 to 19 can create virtual prom styles using the “Promtourage” tool. They can select their favorite prom dress and accessories and share them with friends via blogs, e-mail and widgets. Once their styles are complete, entrants are asked to write a short essay describing how they plan to make their prom night unique.

Visitors can vote on their favorite outfits and check out specific items that are included in the virtual styles. So far, more than 100 entries have been submitted in the “Dream Dress, Dream Big” contest, which runs through March 25.

One grand-prize winner will receive a $5,000 scholarship, a $400 gift certificate to David’s Bridal and a limo ride to the prom. In addition, the winner will have a chance to blog about the experience on www.davidsprom.com or www.davidsbridal.com.

David’s Bridal will also choose two other winners, a runner up and an entrant determined to be the most viral. Each will receive a $2,500 scholarship and a $400 store gift certificate.

The company is running a word-of-mouth campaign to promote the contest targeting teen-focused Web sites and blogs. Agency Lippe Taylor developed the idea and social media advertising network Brickfish is the vendor that is executing the campaign.