Check it Out: Let it Snow, Let it Snow, Let it Snow

I thought Lands' End's Virtual Snow Day was great idea. It tapped into a timely event that was affecting a wide swath of the country, and brought some levity to a serious situation. It was a brilliant move in terms of branding, providing a blueprint for how retailers can spontaneously use social media to engage customers and prospects. The real measure won't be in how many fans or followers Lands' End gained from the promotion, but the impact those consumers have on its bottom line.