Style e-retailer Project Gravitas is running a holiday promotion that features an unusual mix of video, print and retail. The “Message in a PG Box” campaign is accepting mobile videos shot by consumers that offer “words to live by” and printing the inspirational messages on its holiday packaging.

Even superfans need incentives. In the Pink, a regional Massachusetts-based retailer and the largest operator of Lilly Pulitzer affiliate stores in the US, wanted extra engagement during the busy summer season among “Lilly Lovers,” a term In The Pink founder Gordon Russell affectionately uses to describe his target demographic.

Vivoom, the first branded user content platform, recently relaunched its campaign with In the Pink & Lilly Pulitzer to allow fashion enthusiasts to show of their styles by shooting and sharing videos across social media platforms.